Liberate your Aura

BIG IDEA

The teaser "Unleash Your Aura" perfectly captures the essence of Rabanne's new fragrance Phantom, offering a unique retailtainment experience.

Through this experience, we aimed to reflect the energy of the fragrance, so that each movement of the participants generates particles that react intensely to the rhythm of their gestures. This artistic immersion conveys the dynamic and liberating values of the fragrance, establishing a deep and visual connection with the Phantom universe.

The silhouette representation of the participant breaks down barriers and encourages complete surrender. By removing distractions related to physical appearance, it allows participants to fully focus on the free and authentic expression of their movements, thereby enhancing the immersion and artistic experience.

ARTISTIC DIRECTION

We preserved the ethereal spirit of the advertising campaign by adopting a graphic style based on a fine emission of particles, creating a volatile and delicate effect.

A meticulous color grading was done to offer an evolving palette, transitioning from lemon yellow to deep violet blue, subtly evoking the fragrance's ingredients such as lemon and muscat.

The Phantom robot, the brand's emblem, is prominently featured with a 360° rotation, adding a playful and gamified dimension to the experience. This subtle combination of colors, metallic textures, and contrasts between matte and shiny surfaces adds a modern touch, directly addressing a distinctly masculine audience.

CONCEPT

Rabanne sought an engaging and fast-paced experience.

Drawing inspiration from the graphic and architectural identity of the launch, we aimed to create a traffic stopper that stands out with its simple interaction and modern aesthetic.

The "Unleash Your Aura" concept quickly led us to a design where each customer, through a simple bodily movement, becomes a content generator.

The "Unleash Your Aura" concept guided us towards an idea where customers can release their energy to create content.

The customer's gestures are tracked, generating an endless array of particles in constant evolution (colors, volatility, propagation) based on the speed of the energy deployed in front of the screen.

GRAPHICAL DESIGN

The team benefited from several brand elements such as the iconic Phantom robot, some advertising sequences, and a stunning reverse of a particle explosion.

To minimize production costs for assets, we chose to reuse these elements by modifying and combining sequences to create a unified yet distinctly web-oriented identity.

SOUND DESIGN

For this launch, we aimed to push the boundaries of retailtainment by incorporating a series of sounds to enhance the gaming experience.

We wanted to make the experience more playful by targeting key moments throughout. The sourced and integrated sound effects stimulate the user before the gameplay phase (countdown), focus their attention during interaction periods (level-up, timer), and conclude the experience during the reveal phase (win woosh).

Beyond this, the sound effects play a crucial role in the “drive to test” necessary for creating an effective traffic stopper.

DEVELOPMENT

Rabanne sought an immersive and quick experience that immediately captures attention. Drawing inspiration from the launch's graphic and architectural identity, we designed a 'traffic stopper' with simple interaction and a modern aesthetic.

The concept 'Unleash Your Aura' led us to an approach where each customer becomes a content creator through a simple physical movement.

The customer's gestures are captured, generating a multitude of constantly evolving particles (colors, volatility, propagation), modulated by the speed and energy exerted in front of the screen, thus providing a unique and captivating experience.

SOCIAL NETWORKS

We designed this immersive 360° experience to provide a seamless and continuous O+O journey. The in-store experience extends through the generation of a QR code, which allows users to continue the adventure on Instagram via an exclusive augmented reality filter.

This filter comes in two formats: the front camera envelops the user in a cloud of colorful particles, while the rear camera creates a particle-emitting point that can be controlled to draw or write a word.

This O+O complementarity not only attracts and engages in-store traffic but also maximizes the brand's visibility on social media.

DEVELOPMENT

Due to the flexibility of our development and meticulous anticipation of deployment needs, the Rabanne experience has successfully expanded to many countries. Initially launched at Heathrow and Stansted airports, the experience has gradually extended to Madrid and Barcelona airports.

Building on its success in Europe, the experience has now crossed borders to establish itself in Brazil and Peru. This international expansion also introduced an optimized version with a QR code, providing a more accessible solution suited to smaller spaces.