Refreshing Armani’s marquee scent for men

Content Production


content campaign


Gio Armani’s Aqua di Gio - once a go-to scent for generations of young men - approached us as part of an overall refresh of ADG's image in order to speak to a more contemporary male consumer.


It’s time to align the ADG brand with fresh faces and a new perspective on what masculinity means today.


Following the completion of in-depth research and conversation with the target audience, we honed in on a new narrative arch and hero cast for ADG that came to life in a 3-part video-lead brand campaign.


A more modern, dynamic and humanized brand story for ADG, spread out across the HS ecosystem, headed by artist, producer, and activist Io Tillett Wright.