Fragrance — DTC e-commerce
THALIE Paris: A first fragrance launch, with paid media and AI production built in.
Launched THALIE Paris' first paid media strategy alongside AI-produced creative for the Nocturnal Muse extrait de parfum — so the fragrance had both brand presence and performance assets from day one.
First
Paid media strategy for the brand
1 shoot
Extended into a full asset library
Full funnel
Hero film, cutdowns, statics, PDP visuals
Scope
- First paid media strategy
- AI production
- Launch assets
- Paid social
Launch campaign
The problem
A niche fragrance launch needed the visual weight of a house campaign without a house production budget — and needed assets that worked in a 9:16 feed, not only on a lookbook page.
What we did
- 01Built the brand's first paid media strategy around the Nocturnal Muse launch.
- 02Directed one nocturnal concept with a fixed palette and motion language.
- 03Produced hero motion plus vertical cutdowns, statics and product-detail visuals from the same direction.
- 04Wrote hooks and framing specifically for paid placements rather than repurposing brand copy.
Funnel: before and after
Stage by stage.
Awareness
Before
No paid media strategy or motion assets
After
Hero film plus vertical cutdowns for paid social
Motion-first assets built for the placements that actually spend.
Consideration
Before
Static PDP imagery
After
Editorial PDP visuals tied to the campaign world
The story does not break between the ad and the product page.
Conversion
Before
Launch assets arriving after launch
After
Full kit ready before the launch window opened
Spend started against finished creative instead of placeholders.
A launch package with couture-level taste and performance-level coverage, delivered on a compressed timeline.