e.l.f x H&M
’Make It Make Scents’

Agency: 72andSunny Amsterdam.

The two fashion + beauty giants teamed up to launch their first ever fragrance collection. But how do you make sense of a perfume inspired by a makeup primer?

We created an original track ‘Spritz. Walk. Waft. Pose.’ and a choreographed music video to teach fans how to maximise the spread of their scent.

The film clocked up 7M views on tiktok and spawned countless fan choreo vids.

Directed by Tanu Muino.
Co-created with Ran Stallard.