The beautiful brand Abel has amazing passionate people working there, and they create the most amazing perfumes. It’s cruelty-free, 100% natural derived from plants, and alcohol-free, and just one of the best choices for a conscious decision when it comes to perfumes. We had the honor of creating a campaign for their special perfume, “Nurture”.
Nurture is a fragrance that is specially developed to be completely safe during the pre & postpartum period. Safe for mother and child and the sensitive skin of your baby. From an art directional point, we wanted to take the mother and child as a central pillar, just like Abel did. The whole idea started with something the client said “A lot of babies are born in the morning” Thinking back to the birth of his child, the art director encapsulated the idea of creation, nurturing in the womb, delivery, and landing on earth as the main storyline. In the end, Most Studio Amsterdam composed beautiful music, including the sound of the inside of a womb.