A Digital-First Approach

Departing from traditional print-focused advertising, DJA conceptualised a new and exciting visual chapter for Marc Jacobs Daisy.

The 360° campaign signified a contemporary evolution for the fragrance, focusing on optimism, femininity and free-spirit.

With a focus on social media engagement, moving portraits of the cast members accentuate endearing nuances in their character.

Candid moments caught on 16mm film enhance themes of authenticity and nostalgia, as we see a joyful scenario roll out through the eyes of the protagonist, Daisy.

Fueled by a flourishing nostalgia for film and analog technology, the raw and impromptu spirit of polaroids reinforces themes of spontaneity and candour.