It’s been scientifically proven that out of all our senses, scent is the most potent and effective at recalling memories. So in this respect, you could say that Phlur is in the memory business as much as the perfume business. Like all of their scents, their latest – dubbed “Sandara” – stems from a specific inspiration: a meditative retreat into the forest as a respite from our daily digital lives. The idea was to create a fragrance that felt grounded in nature and could instantly bring you back to the simplicity of the natural world. To launch their new scent, we were tasked with creating promotional content in the form of videos and photos that would encapsulate the visual poetry of blissful wilderness. To achieve this, we dispatched our Creative Director and Photographer up to the majestic Redwoods of Northern California with a couple of real life yogis. These yogis embodied the mindful Phlur audience – active, enlightened, and grateful for life’s simple pleasures. We were able to turn this sojourn into five videos – each one a breath of fresh air – and a series of gorgeous photos. We then leveraged this content for Phlur’s website and social campaigns to promote the fragrance’s release, and to help transport viewers into a feral dreamstate where modern problems dissolve into thin, sweet air.