REMINISCENTS
Bridge the Gap
Imaginary Authors projects the message that “[there is] nothing in life more valuable than memories.” Memories serve as one of the most underrated storytelling devices. Imaginary Authors invites everyone to share, reminisce upon, and create memories that contribute to the story of their own life. Based on the insight that memory is 50–80% reconstructed and not recalled, the Reminiscents campaign uses Imaginary Authors' core values of creativity, love, and joy to foster a world, both fictional and nonfictional, where all consumers are welcome.
OUR TEAM
Creative Director: Seung Joo Lee
Art Director: Lea Bagi
Copywriter: Jenna Maulorico
Creative Tech: Hope Long
CLIENT
OBJECTIVE
To build a creative image of the brand by allowing the consumers to bridge the gaps and encourage self-expression through the power of scent.
DELIVERABLES
Pre Launch: Guerilla Marketing, Microsite, Instagram Stories (2)
Launch: OOH ADs (3), Instagram Posts (2), Instagram Reels (5), Instagram GIF, Event Invitations, Event Rooms (7), Limited Edition Birthday Fragrance
Post Launch: Annual Storybook (12-page), Instagram Posts (2)
MY ROLE
In charge of the overall creative direction, I oversaw all of the campaign assets, creating a timeline that aligns with our media strategy and enhance the new art direction developed for the campaign. By integrating diverse touchpoints—from guerilla marketing and social media to a pop-up event and storybook launch— our campaign creates an interactive yet cohesive consumer journey that ensures seamless consumer exposure throughout the entire campaign.
GUERILLA MARKETING
SCRATCH N' SNIFF STICKER ACTIVATION
Scratch ‘n sniff stickers bring Imaginary Authors' fictional scents to life in surprising, interactive ways—inviting people to smell the story wherever they are. Each sticker includes a QR code that links to a microsite promoting the limited-edition birthday merch drop and pop-up events in select cities.
OUT-OF-HOME (OOH)
The OOH strategy uses fragmented visuals to mirror memory’s disjointed nature, inviting viewers to “fill in the blank” like scent fills in forgotten moments. This mental engagement boosts attention, emotion, and brand recall.
Select OOH posters include tear-off tabs for free pop-up entry. People who find these posters and tag the Imaginary Authors Instagram are given the opportunity to bring a plus-one to the event, creating more opportunities for brand discovery and turning opportunities into shared experiences.
MICROSITE
The microsite provides information about the upcoming event and shop exclusive merch.
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SOCIAL MEDIA PROMOTION
LAUNCH: INSTAGRAM GIF
Showcases fragrance notes and visuals in short-form video content for maximum consumer engagement while scrolling
*Note: To turn on/off the audio, please click on the music note on the bottom right corner.
LAUNCH - INSTAGRAM REELS
Fox in the Flowerbed
Cape Heartache
Every Storm a Serenade
THE LAUNCH
DIRECT INVITATIONS
Invitations are sent to previous customers of Imaginary Authors, inviting them to The Memory Archive immersive experience. A playful fill-in-the-blank attracts the invitees to the front of the invitation, with the invitation written in a playful and quirky tone that match with the tone of voice of Imaginary Authors.
FRONT
BACK
ALTERNATE COVER DESIGNS
THE MEMORY ARCHIVE
MULTISENSORY POPUP EXPERIENCE
The Memory Archive is a four-city immersive experience that invites guests to journey through scent-driven, story-inspired rooms. Each room explores a different kind of memory—nostalgic, peaceful, joyful, or transformative—through smell, sound, sight, and taste. At the end, guests are invited to bottle a memory of their own and develop a personal connection to Imaginary Authors as a brand.
Guests scan the QR code on their wristband to enter the experience. Guests step into a dim, mysterious entry space with words written across the walls, introducing them to the journey ahead: a blend of fiction and memory, scent and story. A soft light leads them toward the first immersive room.
Memory Theme: : Reflections, Unspoken Words & Quiet Connections
Shop exclusive IA merchandise
Guests scan the QR code on their wristband to enter the experience. Guests step into a dim, mysterious entry space with words written across the walls, introducing them to the journey ahead: a blend of fiction and memory, scent and story. A soft light leads them toward the first immersive room.
LIMITED EDITION FRAGRANCE
LIMITED EDITION BIRTHDAY FRAGRANCE
Fragrance Name: Birthday Candle Smoke
Fragrance Notes:
Cedar wood
Bergamot
Pink Pepper
Tobacco flower
Lemon Sugar
Cardamom
Exalted Wishes
MEMORIES THIS FRAGRANCE MAY CONJURE:
Being surrounded by your loved ones on your childhood birthday, encouraging you to “make a wish” as you gradually close your eyes.
MEMORIES THIS FRAGRANCE MAY CREATE:
Taking contemplative moments in a coffee shop years later to think about if any of any of those long lost wishes came true right under your nose.
INTERACTIVE STORYBOOK
CO_ _ ECTION OF WORDS
The annual storybook weaves together themes from the campaign—specifically scent and memory—with the unique voices of niche writers. By collecting their work and creating a tactile, interactive design, the storybook not only celebrates these writers but also positions them as part of the Imaginary Authors brand identity. Designed to be a memorable keepsake, it invites consumers to both cherish the book and discover the talent behind its pages.
Interactive elements engage consumers by giving them an opportunity to physically interact with tactile elements and read writers stories that connect with the Imaginary Authors fragrances.
ARTBOOK: WORK-IN-PROGRESS
