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The brief was to disrupt the predictable boy/girl fragrance category for The Scent, a new sensual fragrance from Hugo Boss. We pitched big and wide, including putting the whole budget into a truly seductive podcast, because, after all, things are more fun in the dark.

But Fifty Shades of Grey had just landed, Theo James was a rising star, and everyone liked the idea of a couple that never kissed.

So we leaned into culture and craft. Seduction through restraint. Pure tension.