CAMPAIGN
01
LOEWE · Speculative home fragrance campaign
Tomato Leaves
A scent can’t be photographed. Its source can.
ROLE
Creative Director +
Art Director
SCOPE
Still-Life Campaign
STATUS
Self-initiated concept
AI-assisted production
Not affiliated with LOEWE
DELIVERABLES
6 Stills (3:4)
DIRECTION
02
THE IDEA
I wanted to build a campaign around the ingredients that inspired the candle, rather than just photographing the product on its own.
Tomatoes, vines and everyday kitchen objects became part of the imagery. I liked the idea of treating the candle almost like a piece of produce.
CREATIVE DIRECTION
I kept most of the campaign in shades of red, using directional lighting to bring out the textures and shapes.
I also wanted each image to feel different. The candle sits on a vintage kitchen scale, gets wrapped in a produce net and is photographed through frosted glass.
For the final image, I changed the palette completely.
MY ROLE
Concept development, art direction, image creation and styling direction.
WORK
03
01 — The Scale
I placed the candle on a vintage kitchen scale alongside fresh tomatoes. I liked the idea of treating a luxury candle like something you’d pick up at the market.
02 — The Produce Net
Wrapping the candle with tomatoes in a produce net was another way to play with that idea. The net adds texture and makes the candle feel like part of the harvest.
03 — Behind Glass
I photographed the candle through frosted glass to soften the image and create something different from the sharper, more directional shots.
FINAL FRAME
04
04 — The Final Frame
For the last image, I removed the candle entirely, leaving only its impression surrounded by wet tomato leaves.
It’s my favorite detail in the series. You can tell something was there, even though it’s gone.
Speculative, self-initiated work. Not commissioned by or affiliated with LOEWE. Images produced with generative AI tools under my creative direction.