Pura Hands On
Hands on, senses awaken.
- Challenge
Pura had built strong momentum as a DTC, product focused brand, but hadn’t yet established a distinct brand narrative. Our challenge was to introduce brand storytelling in a category defined by something inherently intangible; scent.We made the invisible emotional, visual, and impossible to forget.
- Insight
The client was interested in the sensory experience of interacting with the product, but it was still coming from a product place. The richer opportunity was showing how fragrance is transportive and how scent transforms a space and changes mood. As our Director on the piece Nolan Goff put it, this was “the feeling under the feeling” and “the journey worth taking someone on.”
- Big Idea
Our team reframed the work to show the scent as something that could have a life of its own and spill into the surrounding space, turning an invisible product benefit into a felt visual experience. By grounding ourselves in Pura’s goals and aligning on the brief, we built trust early, creating a space to push the creative beyond a purely product-led story. Pura relied on our team’s storytelling expertise, empowered the direction, and approved the concept quickly with only light revisions.
- Impact
By shifting the story from product interaction to emotional, environmental transformation, the work resonated strongly at scale. The campaign delivered 60M+ impressions and a 98.73% CTV video completion rate, surpassing industry averages. The fast client approval and strong performance validated the strategic move to make the invisible impact of scent both visual and emotionally compelling.
- Awards
TELLY AWARDS 2025
- Services
- Video Production, Social Assets, Casting, Editorial, VFX, Sound Design & Mix, Color, Original Music, Animation, Motion Graphics
