Role: Art Direction, Design, Experience Strategy

In collaboration with Groundswell Experiential

Challenge

With a widely anticipated fragrance debut, Florence by Mills, the beauty brand created by Millie Bobby Brown, needed to connect with fans, media and  influencers. 

This was a moment for Millie to symbolize her personal growth, with a fragrance symbolizing the spirit of embracing wildness and forging one's unique path in life. Florence by Mills needed a way to simultaneously tell the story of the new product and at the same time, Millie’s personal journey.

Solution

Tapping into Gen Z TikTok behavior of romanticizing one’s life into moments, Groundswell Experiential crafted the narrative “This is your Wild Era”, signaling the beginning of something new for Millie’s fans.

A purple wonderland. Floral installations. 1:1 time with Millie Bobby Brown. Starting at 5am, excited fans lined up around the block for a chance to experience “Wildly Me”. 

Our experience design depicted the fragrance escaping the bottle and running “wild” across the concrete landscape of Manhattan. The “Draw a Wild Card” game grew into a TikTok challenge while limited-edition lavender lattes were enjoyed. And for each fan, a special moment of embracing their wild side was created.

6.6 Million Social Impressions

200 + Guests per hour