film/social
Senior Creative / Director

Impulse came to us with a challenge: launch some seriously unexpected scents. So we got to work and dreamed up Unexpected Scent Scientists, an idea that took fans behind the scenes to see the wild and creative process behind dreaming up out-of-the-box fragrances.

We thought of using Maddie and Kenzie Ziegler, not just for their star power, but because they live and breathe self-expression. Both famous from Dance Moms, Maddie became a household name as the dancer in Sia’s Chandelier music video. I made them "Scent Scientists," giving them full creative control to craft their own unique body sprays and have fun doing it. I like to think the campaign dared teens to trust their instincts, express themselves, and embrace the unexpected.