Deck the Penthouse Campaign

CAPRI BLUE

Role: Creative Concepting, Campaign Direction, On-Set Photo & Video Art Direction, Styling, Production Leadership

The Challenge

Capri Blue was expanding its holiday assortment during peak candle season but lacked a singular campaign platform to elevate the collection beyond product launches. The brand needed to own a distinctive holiday space. One that felt fashion-forward, glamorous, and emotionally immersive, while driving omni-channel sell-through.

The Insight

For the Capri Blue consumer, fragrance is not just scent, it’s atmosphere. Holiday is about elevated rituals, curated spaces, and sensory indulgence. We saw an opportunity to position Capri Blue not just as a candle brand, but as the architect of a glamorous holiday world.

“Deck the Penthouse”

The Idea

A cinematic holiday campaign that reimagined seasonal fragrance as a luxury lifestyle experience. Transporting consumers into a world of elevated holiday rituals, bold color, layered textures, and immersive scent storytelling.

The concept built a fully realized holiday environment where each fragrance had its own sensory narrative, allowing consumers to “smell through the screen” via visual storytelling, texture, styling, and atmosphere.

A decorated silver Christmas tree with various ornaments, including a yellow star, pink baubles, and red decorations, is being decorated by multiple hands holding ornaments and a candle.
A hand in a red sleeve and white glove is holding a gold tray with a glittery pink jar and a gold lid against a pink curtain background.
A woman dressed in pink standing on one leg at a decorated table with pink and gold sweets, a three-tier pink cake, and a gold wreath hanging on a white wall.
Christmas-themed table with a white candle in a gold holder, several Christmas and holiday photographs, red ornaments, and silver decorative thread on a red tablecloth.

Execution

Played a senior creative leadership role across the full campaign ecosystem, shaping and guiding execution across:

  • Campaign identity system (color, typography, pattern language)

  • Hero photography + OLV

  • Social content suite

  • Amazon PDP design

  • Email + ecommerce integration

  • Retail and digital marketing assets

Directed on-set execution including talent coordination, styling, shot lists, and production logistics to ensure cohesive world-building across every touchpoint.

A man dressed in a red velvet tuxedo with a pink bow tie and white gloves holding a round gold tray with skincare products, standing next to a decorated silver Christmas tree, with pink curtains in the background.

Impact

The campaign established Capri Blue as a premium holiday fragrance authority and unified seasonal storytelling across all channels, driving a cohesive brand presence during the highest revenue period of the year.

Decorative holiday scene with red background, Christmas ornaments, a lit candle in a blue holder, perfume bottles, a gold beaded clutch, string of pearls, photographs, and scattered silver tinsel.
A gold-colored luggage cart with large pink wall in the background, decorated with a stack of Christmas presents wrapped in blue paper with colorful ornaments, and a decorated Christmas tree with lights and red ornaments on the right side.
Party scene with blue candles, pink ribbon, confetti, a silver tray with a lot of melted pink wax, a pink rotary phone, a black notebook, and a beige pillow on a red carpet, with a green couch in the background.
Person dressed in a red velvet suit with black trim and a pink bow tie holding a gold tray with skincare products, next to a white-gloved hand reaching for them, in front of a silver Christmas tree and pink curtains.