How This Director Duo Depicted Bath and Body Works’ Fragrances Via Visual Mediums
Earlier this year, Bath and Body Works launched a brand new theme. Titled ‘Come Back to Your Senses,' its release synchronised with a campaign that emphasised the importance of fragrance in finding tranquillity amid the hustle and bustle of everyday life.
Of course, when you think about what it actually takes to do that, suddenly, the ask appears daunting. After all, the pressing question is, how does one build a visual campaign that portrays the impact of scent? People weren’t going to be smelling their phones or TV screens – even if that did something – which meant the creative literally had to be so visually striking that somehow, it conveyed the idea of good smells to the viewer.
Enter L’Éloi director duo Caravane. Taking viewers on a journey across three spots, the two used the power of distinct locations, precise colours and implication to create sensorially-rich work. For instance, a candle-illuminated bathroom, flower-adorned Volvo, or a cherry blossom-laden bedroom are images so powerful that the viewer can’t help but imagine how good they’d smell… And that’s simply achieved by watching.
Further backed by a fun soundtrack, the work serves as a celebration of artistic finesse, botanic brilliance, and meticulous, precise choreography, truly breathing life into a set of short timeframes.
To learn more about just what it took on the technical side to bring this project to life, LBB’s Jordan Won Neufeldt sat down with Caravane for a chat.
LBB> What was the script for this campaign like, and why was this something you were keen to get involved in?
Caravane> The essence of the campaign hinged on the phrase ‘come back to your senses’ - aiming to create immersive environments visually dominated by fragrances. Our task was to craft a grand, inspiring, energising, yet calming reveal. The concept on paper was both precise and open-ended, giving us just enough direction for clarity yet ample creative freedom to meticulously design each scene's details, ensuring a simple yet stunning result.
LBB> Tell us about the storyboarding process! What immediate ideas came to mind?
Caravane> Initially, we envisioned a single, continuous shot, necessitating careful design and trial and error to find the right recipe. For this particular project we utilised 3D modelling over traditional drawings for efficiency and creative flexibility. Our aim was to craft mundane yet inspiring spaces – a challenging blend. The core idea was to visually manifest the essence of each fragrance against life's hustle, exploring the concept of making scents visible in a physical space.
LBB> Building on this, tell us about how the scenarios got developed. What made these three scenes the right way to represent this concept?
Caravane> Each of the three scents, with their distinct emotions, guided the creation of our sets and lighting. The eucalyptus-filled bathroom exuded relaxation and inspiration, while the cherry blossom bedroom under morning light offered a blend of energy and calm. The car scene, set against a grey cityscape and blue sky, stood out starkly, embodying the immersion we sought in all scenarios. The elevated highway in the third scene symbolised freedom and lightness, contrasting the mundane road and traffic with a colourful, aerial feel.
LBB> From there, how did the spots evolve? What did it take to get ready for the shooting process?
Caravane> We meticulously prepared each studio scene with our production designer, Frédérique Ste-Marie, focusing on colour and object selection to effectively convey each space's emotion. An extensive collection of items aided in set dressing, and we prioritised real plants and flowers for authenticity, requiring extensive pre-shoot preparation.
Technically, we also collaborated with virtual production studio MELS to simulate beautiful late afternoon light and achieve stunning reflections on the car’s body, blending 3D backgrounds seamlessly with real sets.
LBB> Integral of course was your partnership with both Audrey St-Laurent as a botanical specialist, and Nik Mirus as DOP. What was the collaboration like?
Caravane> Working with Nik and Audrey for over a decade has fostered deep mutual trust and respect. This dynamic is crucial in closely-knit collaborations, especially with such detailed craftsmanship. As directors, we provide a clear vision, but also ensure ample creative freedom for our collaborators, often finding that the more liberty they have, the more impressive the results.
LBB> Moving on to the topic of shooting itself, how do you approach shooting for the senses in a medium where you can’t actually smell anything?
Caravane> At Caravane, we thrive on crafting sensory experiences and unique visual narratives. Though challenging, we believed that a lush, vegetation-rich setting would effectively parallel the fragrances. We used metaphors as a sensorial storytelling tool, trusting in their power to evoke the senses.
LBB> And what was the shoot itself like? Any anecdotes from on set?
Caravane> The five-day studio shoot involved intense preparation for each scene.
An interesting moment occurred on the first day with the bathroom set. Initially, we created a beautifully detailed space, but the agency prompted us to infuse more of our signature 'magic' by adding an abundance of plants. This transformed the set, prioritising the plant life over the meticulously crafted room details – a decision that was both rewarding visually and saddening for all the hard work that was covered as we added more and more plants!
LBB> Specifically, the moving parts really stand out, like the falling petals or floating mist. How did you bring these to life?
Caravane> Emphasising motion was crucial to maintain interest throughout the single-shot concept. We employed practical effects, using various devices for mist and steam control, and manually dropped petals and manipulated curtains to animate the light in the bedroom scenes. These elements added warmth and life, ensuring the scenes felt dynamic and engaging without needing characters.
LBB> What type of gear did you bring to the shoot, and what led you to make the choices you did?
Caravane> The programmable technocrane was vital, allowing for smooth, precise camera movement crucial for ending with a perfect packshot. This approach – where the scene itself becomes the product's backdrop – was challenging, but ultimately rewarding in achieving our envisioned outcome.
LBB> When it came to aesthetics and the look and feel, what were your main aims and ambitions, and how did you achieve them through lighting and colour?
Caravane> Our challenge was creating everyday spaces transformed by vegetation and flowers into magical, surreal, and inspiring settings. Striking the right balance was key, as too lavish would lose realism, and too ordinary would lack magic. So, we opted for modest colours and materials, with elevated lighting adding a fantastical touch without overpowering the fragrances.
LBB> Did you have a hand in the post process? And if so, what was that like?
Caravane> We were deeply involved in the post-production, focusing on enhancing rather than adding elements via VFX. Colour grading was particularly fulfilling, allowing us to finally see the spots as we envisioned them and significantly improve the final product.
LBB> What challenges did you face during production, and how did you overcome them?
Caravane> One significant challenge was integrating our work with the virtual production studio for the car scene. This was a first for us on such a grand scale. The creation of a 45-foot long road (combining real and virtual elements) required meticulous attention. We had to match the lighting between the foreground and the digital background to achieve a seamless effect. The process was complex, demanding close collaboration across various teams. It was a learning curve, but witnessing the virtual and physical elements come together so cohesively was extremely rewarding.
LBB> Finally, are there any elements of the project you’re particularly proud of? And why?
Caravane> The aspect of this project that fills us with the most pride is undoubtedly its strong sensory appeal. The Bath and Body Works spots deeply resonate with the direction we envision for ourselves as creatives, especially when it comes to creating immersive, sensory films. These scenes, with their rich and detailed environments, perfectly encapsulate what we strive for in our work. And, witnessing the audience's reaction to these expansive and intricate scenes, as well as their curiosity about where each scene will lead, is incredibly rewarding. It's a vivid reflection of our core ethos as directors, and we feel we could happily spend our careers crafting such sensorially rich narratives.
