Very clever campaign that invites you to see scent

Date
13 March 2015
Reading Time
1 minute read

Fabulous photography, super set design and stunning scents. We’re starting to sound like a husky, sensual M&S advert. So before we delve into any more sensuous nonsense, we present a beautiful combination of all three of the aforementioned beauties: this gorgeous campaign for Laboratory Perfumes, entitled Imagining the Invisible. The images accompany the launch of the brand’s series The Lab, a range of “creative experiments in scent,” which look to the visual world to articulate how bloody lovely their perfumes are. These are shown on The Lab website, in images created by set design duo Lightning + Kinglyface (Anna Fulmine and Victoria Shahrokh, to the taxman), and photographed by Kate Jackling.

The idea of the campaign was to evoke the scents using sight, rather than smell. One image was created for each of the fragrances – Amber, Gorse, Samphire and Tonka – creating a still-life for each using lab equipment, fruit and plants. Anna says: “To evoke the senses you have to make sure that what you are representing isn’t misconstrued in any way. Abstracting the ingredients means the viewer can’t make the connection with smell straight away. Rosemary and lavender have to resemble rosemary and lavender.”

Above

Lightning + Kinglyface and Kate Jackling: Imagining the Invisible

Above

Lightning + Kinglyface and Kate Jackling: Imagining the Invisible

Above

Lightning + Kinglyface and Kate Jackling: Imagining the Invisible

Above

Lightning + Kinglyface and Kate Jackling: Imagining the Invisible

Above

Lightning + Kinglyface and Kate Jackling: Imagining the Invisible (behind the scenes shots)

Above

Lightning + Kinglyface and Kate Jackling: Imagining the Invisible (behind the scenes shots)

Above

Lightning + Kinglyface and Kate Jackling: Imagining the Invisible (behind the scenes shots)

Above

Lightning + Kinglyface and Kate Jackling: Imagining the Invisible (behind the scenes shots)

Above

Lightning + Kinglyface and Kate Jackling: Imagining the Invisible (behind the scenes shots)

Above

Lightning + Kinglyface and Kate Jackling: Imagining the Invisible (behind the scenes shots)

Above

Lightning + Kinglyface and Kate Jackling: Imagining the Invisible (behind the scenes shots)

Above

Lightning + Kinglyface and Kate Jackling: Imagining the Invisible (behind the scenes shots)

Above

Lightning + Kinglyface and Kate Jackling: Imagining the Invisible (behind the scenes shots)

Above

Lightning + Kinglyface and Kate Jackling: Imagining the Invisible (behind the scenes shots)

Share Article

About the Author

Emily Gosling

Emily joined It’s Nice That as Online Editor in the summer of 2014 after four years at Design Week. She is particularly interested in graphic design, branding and music. After working It's Nice That as both Online Editor and Deputy Editor, Emily left the company in 2016.

It's Nice That Newsletters

Fancy a bit of It's Nice That in your inbox? Sign up to our newsletters and we'll keep you in the loop with everything good going on in the creative world.