Since 2022, CO-ANU has delivered three global campaigns with the Jean Paul Gaultier Travel Retail Team, translating the house’s bold, iconic identity into culturally resonant, social-first storytelling.
From franchise pillars including Le Male and Scandal to the launch of Divine, each campaign was crafted to balance heritage with modern relevance — creating moments that felt both elevated and instantly shareable.
Through a full-service approach spanning influencer strategy, creative direction and content production, we brought each campaign to life through high-impact visuals and cohesive narratives, driving strong global engagement and reinforcing Jean Paul Gaultier’s position within luxury fragrance culture.
The Jean Paul Gaultier ‘festive’ campaigns were elevated through cohesive creative direction, ensuring every element aligned with the brand’s luxury identity. From influencer selection, communication and contracting, to crafting detailed influencer briefs and overseeing content creation, the campaign delivered exceptional, high-quality visuals, amplifying the campaigns success. This meticulous approach, combined with strategic execution, resulted in a festive campaign that captured the essence of JPG collections and drove significant engagement.
Elevating iconic franchises through social-first storytelling.
•Reinterpreted Jean Paul Gaultier’s signature codes for digital culture
•Blended high-fashion aesthetics with creator-led authenticity
•Positioned each fragrance within aspirational, culturally relevant narratives
•Ensured consistency across markets, talent and content outputs
From high-impact campaign moments to intimate, lifestyle-led storytelling, each execution remained rooted in the brand’s distinctive identity while driving relevance across platforms.
CREATIVE DIRECTION
