Fragrance Concept

Concept & Creative Direction — AVA & ADM

AVA & ADM was imagined as a conceptual fragrance project exploring the symbolism of the original couple through a contemporary vision of luxury.

Entirely created as a personal project, the brand universe combines art direction, image-making and AI-generated visual experimentation around a fragrance duo for him and for her.

Visual Universe

The black and white deserts were chosen for their raw, almost surreal beauty, as an extension of the fragrance identity, embodying freedom, duality, and the instinctive connection between humanity and nature.

The project proposes a modern interpretation of Eden through the contrasting landscapes of Egypt’s volcanic and mineral White and Black Desert.

Fragrance Identity & Packaging

The packaging identity was developed through a mineral and sculptural approach inspired by the landscapes, materials and olfactory ingredients associated with the desert world and Middle Eastern fragrance culture.

Désert Blanc is built around white musk and the White Desert rose, while Désert Noir explores darker mineral tones and the Black Desert rose. Inspired by the natural crystallization of desert roses, the flacon design also echoes Jean Nouvel’s architecture for the National Museum of Qatar.

The inner packaging was custom-designed around the bottle’s silhouette, transforming the fragrance into a sculptural object.

Faces of AVA & ADM

The casting direction features rising Saudi actors Abdul Rahman Nafea and Lama Abdullwahab, chosen for their strong visual presence and contemporary representation of a new Middle Eastern generation.

Through retouching and art direction, the actors were aged and hardened to embody a raw, mysterious presence inspired by the desert. Fluid monochromatic silhouettes — white for Désert Blanc and black for Désert Noir — contrast with the harsh aridity of the landscapes, reinforcing the duality of the fragrances.

The personas were developed around a target audience aged 30 to 60 : independent couples seeking freedom, adventure and a deeper connection with nature.

Visual Campaigns & Key Visuals

Final campaign visuals exploring the integration of AVA & ADM across outdoor and cultural environments.

The visual direction was also reinforced through rock references and a sound approach inspired by Led Zeppelin, bringing a more raw and instinctive energy to the final campaign.