ma+ Perfume 2018: Translating Fragrance Into Cinematic Atmosphere
Setting the Scene
For the launch of the ma+ perfume campaign in 2018, COLLECTIVE developed the concept and production of a cinematic visual universe exploring scent through mood, texture, and atmosphere. Created in collaboration with designer Maurizio Amadei, the project approached fragrance not as a commercial object alone, but as an emotional and artistic experience.
Building the Visual Language
The campaign was developed as an immersive film project balancing minimalism, intensity, and sensory storytelling. Rather than relying on traditional beauty aesthetics, the visual direction explored abstraction, movement, and atmosphere to communicate the identity of the ma+ perfume universe in a more instinctive and emotionally driven way.
Cinematic Sensory Storytelling
Directed by Dusan Reljin and Hilde Reljin in collaboration with Maurizio Amadei, the film translated the tactile and sculptural qualities associated with the ma+ brand into moving imagery. Through restrained visual compositions, atmospheric pacing, and sensory focused cinematography, the campaign created a dreamlike and intimate interpretation of fragrance and identity.
The project reflected ma+’s broader artistic language, known for balancing craftsmanship, experimentation, and understated luxury. By treating perfume as an emotional atmosphere rather than a product alone, the campaign positioned the fragrance within a contemporary visual culture influenced by fashion, art, and cinematic storytelling.
Our Approach
Our approach focused on creating a visual and emotional interpretation of scent through film rather than conventional fragrance advertising. COLLECTIVE developed the campaign as a sensory experience where mood, rhythm, and visual texture became central storytelling tools, allowing the audience to connect with the perfume through feeling and atmosphere.
COLLECTIVE led the concept development and production of the project in close collaboration with the creative team behind ma+. Through cinematic direction, minimal scenography, and emotionally driven imagery, the campaign balanced artistic experimentation with refined visual storytelling while remaining true to the sculptural and tactile identity of the ma+ universe.
CLIENT
ma+
COLLABORATORS
Maurizio Amadei
CATEGORY
Campaign Production
Film Production
Creative Direction
DELIVERABLES
Concept Development
Creative Direction
Film Production
Visual Storytelling
Campaign Production
Artistic Collaboration
DIRECTORS
Dusan Reljin
Hilde Reljin