LAUNCHES ITS FIRST FRAGRANCE LINE

Creative production studio Florence has partnered with beauty & apparel brand Pleasing, founded by Harry Styles, on a launch campaign for the brand’s first fragrance line. Led by director, photographer, and creative director Grant Spanier, the campaign expertly encapsulates a visual narrative around the three genderless fragrances: Closeness, Rivulets, and Bright, Hot.

The multi-disciplinary Spanier, also currently Megan Thee Stallion’s Creative Director, has an array of experience collaborating in music culture, including work with Rosalía, Billie Eilish, Haim, Troye Sivan, Bad Bunny, and Olivia Rodrigo. Spanier and Florence connected with Molly Hawkins, Creative Director of Pleasing, from the very beginning of the creative process, to bring the brand’s story to life, then delivering all motion assets, still photography, and post-production services.

Entirely shot on 35mm film, Spanier interpreted the fragrances’ ingredients with style and warmth, distilling the personality of each scent into elemental vignettes and striking images set around the gentle rocking of the signature fragrance bottle. Each scene is richly colored, beautifully composed, and made all the more romantic by shooting on 35mm. The film’s visuals are accompanied by an equally vivid score composed by a group of jazz musicians who improvised original music — channeling the spirit of each fragrance.

“Everything felt wide open from the beginning, which was very freeing,” says Spanier of directing the campaign. “Being brought into the fold so early on is a gift, in that way. It made the process incredibly exciting. From the outset, the campaign was designed to ignite the senses, fittingly tying into the brand story of Pleasing. I’m proud to be part of its narrative as it moves into fragrances.”

Florence’s Managing Director, Ned Brown, adds, “This was one of those great opportunities we get in our business where we truly partnered with the brand and client from start to finish. Not only did Molly trust us completely, she fully embraced all the experimentation that went into creating these stories.”