For Paco Rabanne’s biggest fragrance launch in nearly two decades, the ambition was clear: this moment had to be rooted in culture, not confined to beauty counters. So we seized the year’s biggest milestone—the lifting of lockdown. After months of isolation, people were ready to step back into the world, hungry for optimism, craving escapism, and eager to imagine what the future could hold.

Phantom wasn’t just a fragrance; it was a tech-driven, connected experience. Housed in a chrome, robot-shaped bottle equipped with an NFC chip, it unlocked exclusive content and experiences. Built to collapse the boundary between the physical and digital worlds, that became our creative brief.

We kicked off with a headline-grabbing PR stunt: a UFO landing in Spitalfields. The spectacle sparked curiosity and conversation, capturing press from the likes of Dazed & Confused and Art Plugged.

The we lead into a curated exhibition of AR digital art from future-facing new media artists, scouted from across social media.  Together, they became The Paco Collective—co-shaping a vision of tomorrow through a fully digital experience. The selected artists were awared a grant from Paco Rabane as well as editorial profile on ID magazine. 

Phantom went on to win Ultimate Launch at the UK Fragrance Foundation Awards.