Challenge:Revlon’s Fire and Ice perfume campaign, first launched in the 1950s, became one of the most iconic and successful advertising campaigns of its time. However, over the years, Revlon has experienced a significant decline in sales, largely due to its repositioning as a mass-market “drugstore” brand, which led to a loss of its once-premium status. Our challenge was to breathe new life into Fire and Ice by relaunching it with a modern, gender-neutral appeal. To achieve this, we needed to develop a fresh advertising campaign, complete with mockups and a reimagined visual identity that would reposition the fragrance for a contemporary audience.

Creation: Recognizing that younger consumers are more open to gender-neutral fragrances, we chose to target a youthful demographic that values inclusivity and individuality. To eliminate any inherent gender biases in the imagery, we shot our campaign entirely in black and white. During the creative process, we noticed that this approach evoked a scrapbook-like aesthetic, inspiring us to lean into a nostalgic, high school yearbook theme. The final ad features dynamic, collage-style visuals with candid photography, rough-cut layering, and hand-drawn sketches and doodles, creating an authentic and playful feel. This artistic direction not only modernizes Fire and Ice but also connects with a generation that embraces self-expression and nostalgia.