At the crossroads of the high-tech world and luxury perfumery, Phantom, the new fragrance for men by Paco Rabanne, comes as a surprise. Driven by a singular vision of the modern man, the Puig Group brand never ceases to amaze us by shaking up the codes of the industry, offering us an innovative fragrance with a subtle blend of artificial intelligence and French know-how. More than just a bottle, Phantom takes the unusual form of a chrome robot equipped with a chip that can be connected to smartphones, directing consumers to exclusive brand content. The campaign had to illustrate this innovative approach and make the bottle a recognisable mascot.
The Mill Paris collaborated with the director Antoine Bardou-Jacquet and the production Partizan to make this launch a celebration. In the heart of a vintage and futuristic setting, we are drawn into a space odyssey where the party is in full swing. Phantom, robots, humans, aliens and other mystical 3D creatures, all dressed up in Paco Rabanne, dance to the intoxicating music of Sylvester’s “You make me feel“. The Phantom robot comes to life and invites us into his world. His motto is self-confidence and seduction, embodied by David Trulik. The 30-seconds film takes up the brand’s codes and rethinks the complementary of the man and his perfume.
The film was broadcast on television and digital platforms with animated Instagram posts that made it look like the robot could walk off the screen. Conceived as an omnichannel campaign, the launch also included 100 Phantom animations that ran in major international airports in July 2021.
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