the missing pixel

Bloom Hours

Fragrance photographed like a memory. We art directed a campaign that lets the bottle disappear into the feeling of an hour you wish you could keep.

Client
Bloom Hours
Year
2024
What we did
Campaign, art direction
Timeline
14 weeks, Dubai and London
Black-and-white close-up of a glass perfume bottle with a silver cap

The problem

Cloudline had a formula salons loved and no brand at all. The shelf they wanted was a wall of lab coats and percentages.

The brief: sit next to prestige labels in a department store, still feel warm on Instagram, and fit on a pack small enough for a travel kit. No pressure.

The missing pixel

Nobody in the category was selling the feeling. So we did. One pink, one image, one rounded wordmark that looks like it’s exhaling.

Texture, not colour, separates the range, so the shelf reads as one calm block. We shot the campaign in a single day on a soft-sculpture set and cut it into a 20-second film for launch.

A Bloom Hours glass perfume bottle on a glossy black floor
A perfume bottle beside a single white flower, in black and white
The matte black Bloom Hours box with a silver line, the bottle in front
Three Bloom Hours bottles in different sizes on a mirrored floor

What happened next

Measured six months after launch.

  • sell-through against the category average
  • salons and stores in year one
  • views of a 20-second film about clouds

We came in with a formula and a feeling. They turned the feeling into a brand. People pick the bottle up just to find out what it feels like.

Ama OwusuFounder, Cloudline

Credits

  • Creative directionNaina Sethi
  • StrategyMarcus Bell
  • DesignLeila Haddad, Ana Sofía Reyes
  • WordsClara Whitfield
  • MotionKenji Park
  • ProductionMei Lin
Next projectFieldnote
Colourful notebooks laid out on a wooden desk

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