Outdoor Oasis Collection

THYMES

An outdoor dining table set for a meal, decorated with candles, potted plants, and bowls of food, under a large white patio umbrella, with a background of flowering bushes and a window-lit house wall.

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

The Challenge

Thymes was entering a new product category, outdoor candles, requiring both consumer education and emotional positioning. The brand needed to extend its nature-rooted DNA into an outdoor lifestyle space while maintaining its premium aesthetic and driving urgency for seasonal sell-through.

The Insight

For the Thymes customer, fragrance is tied to ritual and environment. Outdoor living is not just functional, it’s an opportunity to curate atmosphere. We saw an opportunity to position the collection not as outdoor candles, but as an elevated extension of the home into nature.

A woman holding a tray with a glass vase of flowers, a bowl, and a mug outdoors.

The Idea

An Oasis Rooted in Nature

A campaign platform that transformed everyday outdoor spaces into lush, sensorial sanctuaries. Layering greenery, garden-inspired fragrance storytelling, and golden-hour glow to create an aspirational yet attainable escape.

The concept balanced natural authenticity with polished refinement, reinforcing Thymes’ heritage while signaling expansion into a new lifestyle category.

Two green candles in matching holders labeled 'THYMES' sit on a green surface with a green leafy background. A white box with botanical illustrations is in the background.
A table with four lit candles, a potted plant, a glass pitcher with water and green leaves, and a small green candle holder, on a white marble surface, with a green chair in the background.
A decorated dining table with lit candles, a potted plant, fresh tomatoes and grapes, and tableware set for a meal.
A lit scented candle inside a white ceramic container with botanical drawings and the word "THYMES" printed on it, positioned on a green surface with a matching wooden lid beside it, against a lush green textured background.

Execution

Served as senior creative partner across an integrated omni-channel launch spanning:

  • Campaign messaging and visual identity system

  • Hero photography and lifestyle storytelling

  • Social content and ecommerce integration

  • Amazon PDP education + conversion strategy

  • Email and digital marketing rollout

Directed on-set art direction and styling, shaping the environmental narrative and ensuring cohesive storytelling across all touchpoints.

Impact

Established a clear visual and emotional framework for Thymes’ entry into outdoor fragrance, supporting category expansion while reinforcing the brand’s nature-led positioning.

An arrangement of fresh tomatoes, green and black olives, and basil on a wooden cutting board, with salt sprinkled on the board and a green glass in the foreground, on a striped tablecloth.