Created:
Adobe Firefly, Adobe Photoshop, Canva, Midjourney Nano Banana

AIGC branding campaign strategy

Le Labo Fragrances | A Letter to New York

Le Labo’s "anti-marketing" ethos is legendary... But how do you keep that underground soul alive for a generation that’s seen it all? When mass-market scents are everywhere, luxury has to offer something different: a hand-crafted community connection.

This 20th-anniversary campaign that stops selling the product and starts sharing the history. We’re taking it back to the Elizabeth Street Garden in Nolita, an urban oasis of Wabi-sabi beauty just steps from where Le Labo began. By bridging site-specific storytelling with community advocacy, we transformed a fragrance launch into a shared community memory.

Team:
Cynthia Xiang - KPI, Competitor Analysis, Long-term Impact Analysis
Dian Jiao - Campaign Budget and Marketing Timeline
Kelly Martinez - Concept Direction, SMART Goal, On/Off-Platform Strategy, Business Takeaways
Stephanie Liu - Concept Direction, Market Research, Target Audience, Visual Assets, Social Copy, Presentation Design

STEPHANIE LIU

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