CLIENT:        LALICOUS

PROJECT:    NEW Midnight in Aspen - 2025 Campaign Launch

TAGS:           Art Direction, Campaign Development & Execution, Packaging Design

For LALICIOUS’s new winter scent, Midnight in Aspen, I was tasked with creating a campaign that captured the feeling of luxury—without the formality. The brand wanted to introduce a more gender-neutral expression of winter, moving away from traditional “holiday sparkle” visuals and toward something modern, moody, and effortlessly cool.

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I concepted the narrative around a couple coming home from a night out — that quiet, cinematic in-between moment where the evening slows down, but the atmosphere still lingers. “Luxury, dressed down” became the creative throughline — guiding the tone, wardrobe, lighting, and overall visual language.

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From there, I led the full art direction process: moodboarding, model casting, wardrobe and makeup styling, and on-set shot direction. I also designed the product packaging, ensuring the tactile and visual identity of Midnight in Aspen felt cohesive from bottle to campaign.

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Deliverables included the full campaign rollout — landing page, email marketing, paid and organic social content, print assets, and advertising — all built to convey a sense of understated allure. The result was a winter fragrance story that traded sparkle for sophistication, and tradition for tone.