by/ rosie jane: Matilda
Overview
Background
Matilda is inspired by the feeling of finding your passion—soft, beautiful, and ambitious. It opens with bright passion fruit and ambrette, unfolding into a sweet-tart heart of meringue, mango, and finger lime, before settling into a skin-like base of golden musk and Australian sandalwood.
For launch, I led the art direction, translating the fragrance story into a cohesive visual world rooted in warm sunlight and carefree ease. The campaign captures Matilda through natural, sunlit moments styled with passion fruit, florals, and organic textures, creating imagery that feels light, effortless, and full of joy.
My Role
Art Direction
Campaign Oversight
Photoshoot + Production
Wardrobe + Prop Styling
Marketing Design
Art Direction
Mood Board
The mood board for Matilda explored a more moment-driven interpretation of the fragrance, rooted in early morning light and unguarded ease. It leaned into fruit-forward brightness and natural softness, building a world around passion fruit, florals, and sunlit organic textures.
The imagery focused on quiet in-between moments, using light and shadow to create depth and movement, resulting in a visual tone that feels playful, unposed, and emotionally immediate.
Campaign Imagery
Photography by Bliss Broaudakis
