Self-initiated 360° campaign
Two scents. One memory.
The idea
Kayali is worn in layers. So the campaign was built in them.
Kayali’s whole idea is layering — one scent over another until it is yours. Eternal Sunshine takes that ritual and makes it the structure: two scents, and a campaign laid down one surface at a time, each layer carrying the one beneath it.
Ariana Grande’s world brings the sky, the satin and the calligraphy. Kayali brings the jewel flacon, the box mark and the naming grammar. Neither is allowed to swallow the other.
- Scents
- Sweetener | 18 · Petal | 24
- Range
- Eau de parfum, hair & body mist and gift set, per scent
- Touchpoints
- Packaging, film, key visuals, social, out of home, print, PR mailer, pop-up, retail
- Status
- Self-initiated concept. Not commissioned by or affiliated with Kayali or Ariana Grande
Layer 01 · Scent
Two scents. Turn them.
Scroll — or drag a flacon
SWEETENER | 18
Vanilla Oud · sealed with a kiss.
- Top
- Whipped Meringue · Pear · Pink Pepper
- Heart
- Vanilla Orchid · Toasted Marshmallow · Almond Milk
- Base
- Soft Oud · Cashmere Musk · Tonka · Sandalwood
PETAL | 24
Rose Oud · head in the clouds.
- Top
- Lychee · Raspberry · Pink Pepper
- Heart
- Turkish Rose · Rose Petals · Peony
- Base
- Oud · White Musk · Vanilla · Ambroxan
Interlude
The layering ritual.
Three recipes, printed on the card in the PR box. Spray them here — each press is one layer.
0 / 3 layers
Spray a first layer
Sweetener, Petal — or both.
Layer 02 · Packaging
A Kayali flacon, dressed in Ariana’s satin.
The flacon stays Kayali’s: the chamfered jewel, the box mark, the name set as SCENT | NUMBER. The collaboration is carried by one gesture only — a satin bow, printed with her name, in the colour of its own bottle.
Champagne chrome for Sweetener, pink chrome for Petal. Key notes on the front of the flacon, the whole pyramid on the side of the box, her name as a blind emboss you find with a thumb.
Eau de parfum
50 ml
Hair & body mist
The everyday layer
Gift set
Box and flacon
Eau de parfum
50 ml
Hair & body mist
The everyday layer
Gift set
Box and flacon
Layer 03 · Film
The film.
Twenty seconds, one light. Satin falls through the sky, the calligraphy writes itself, and the two flacons meet on a sea of satin — cut twice, 16:9 for screens and 9:16 for the feed, over his own remix of “Kiss Me”.
“Kiss Me” — Ariana Grande · Remix by Ameer Al-Ayyash
- Length
- 20 s
- Formats
- 16:9 · 9:16
- Built in
- Blender: cloth simulation, depth of field, motion blur
- Finish
- Write-on calligraphy, halation, anamorphic flares, grain
- Music
- “Kiss Me” by Ariana Grande, remixed by Ameer Al-Ayyash
“Kiss Me” © Ariana Grande and the respective rights holders. Remixed for this concept; no rights in the song are claimed.
Layer 04 · Key visuals
One line per scent.
Each key visual gives its scent a mood and four words. Sweetener is the kiss — warm, close, cream. Petal is the daydream — looking up, into the clouds.
Sweetener | 18
Petal | 24
Layer 05 · Social
A launch in three stories.
Tease it, ask it, reveal it. The launch runs as a sequence, and the audience’s own answer — Sweetener or Petal? — is the hinge between the second story and the third.
01 Tease
Something sweet is coming — a countdown and no product.
02 Ask
Which one are you? The poll that splits the audience in two.
03 Reveal
Out now. Both flacons, one tap to the shop.
Five slides. One picture.
The carousel is a single panorama cut five ways: the satin ribbon runs unbroken across every seam, so a swipe feels like walking along it.
Layer 06 · Out of home
Out of home. Into the sky.
The campaign’s sky is the one above the billboard. At twelve metres the key visual is set against the real one, and the flacons stand as tall as a bus.
12 × 4 m
Layer 07 · PR mailer
Open the sky.
The PR box opens on a sky. Under the lid, printed clouds; inside, both flacons on satin; on top, a card with the layering ritual so the first person to smell them knows how to wear them together.
The note is signed by the Kayali team — nobody’s words are put in Ariana’s mouth.
Layer 08 · Pop-up
Step into the sky.
12 × 8 m · arena concourse · Eternal Sunshine Tour stop
The plan
Five zones around one island. The guest flow runs past the facade and in through a 4.2 m portal.
The facade
Two lightboxes facing the concourse and an arch you can see from across the hall.
Inside
A backlit sky ceiling, blush plaster, champagne arches.
The layering station
A flacon-shaped island with testers and the recipe menu, under an octagon halo.
The photo moment
A sky cyclorama, satin dunes and 1.6 m flacons: the picture everyone takes home.
The product wall
Five backlit arched niches, the hero flacon at eye level.
Layer 09 · Retail
On the shelf.
Beyond the pop-up, the campaign has to hold in someone else’s store: a 1.2 m gondola with header, hero shelf and tester sill, and a cardboard standee with a cloud die-cut.
The making
Under the layers.
What the finished pieces do not show: the reference it started from, the flat drawings, the type that was tried and dropped, the scenes in Blender before they had a material, and the rounds it took to get the bow right.
01 · Research
Start from the real thing.
Kayali’s own flacon was the brief before there was one: the chamfered jewel, the faceted stopper, the box mark, the SCENT | NUMBER name. Nothing in the collaboration was allowed to break those codes.
02 · Illustration
Drawn flat first.
Every piece existed as a flat illustration before it existed in 3D — both eaux de parfum, both mists, both boxes — so proportions, colour and type were settled on the page, where changes are cheap.
03 · Typography
Eight scripts for one name.
Her name had to sit on glass, satin and paper and still read as the same hand as the cover. Eight scripts were set side by side; the one chosen, Monsieur La Doulaise, is the closest to the calligraphy of the key visual.
04 · Print artwork
The artwork under the render.
The labels, the foil panels and the ribbon are real print files — set, measured and exported flat, then wrapped onto the 3D. What you read on a flacon is type, not texture.
EDP label · Sweetener
Box front foil · Sweetener
Box side · notes
EDP label · Petal
Box front foil · Petal
Ribbon print
05 · 3D
Inside Blender.
The same camera, three times: the mesh as wireframe, the forms in clay before a single material, and the final render. Switch between them.
06 · Compositing
From render to finished piece.
A render is a plate, not a post. Drag across each one to see what was added on top — type, grading, light, the sky behind her name.
Source
Key visual
Render
Post
Plate
Billboard
07 · Film
The film, before it was the film.
Storyboarded shot by shot, then cut three times. The first version was turned down as too static — floating notes, still frames — and rebuilt with real cloth simulation, depth of field and a handheld camera.
08 · Iteration
Five rounds on one flacon.
The pack looks inevitable now. It was not.
- 01
Flat
Illustrated range, EDP, mist and box per scent. Verdict: too much Kayali, not enough collaboration — and it needed to be seen as a product, not a drawing.
- 02
One gesture
Built in 3D. Of every idea for Ariana’s touch — a cloud stopper, a sky box, a pom-pom — only one survived: the satin bow.
- 03
The bow
The first bow looked cheap. Rebuilt pleated, with a V-notched tail and a printed ribbon; notes added to the flacon and the box; her name raised in 3D.
- 04
The hand
Her name moved to Monsieur La Doulaise to match the cover’s calligraphy, in champagne chrome for Sweetener and pink chrome for Petal.
- 05
The paper
Each bow matched to its own flacon; the name on the box turned into a blind emboss in the paper itself.
All layers
Nine layers. One memory.
Everything above, laid on top of each other — which is exactly how the scents are meant to be worn.
Self-initiated 360° concept, made for this portfolio. Not commissioned by, endorsed by or affiliated with Kayali, Huda Beauty or Ariana Grande. Kayali and the KAY/ALI mark are trademarks of their owner.
Concept, art direction and design: Ameer Al-Ayyash. Built with Claude, Blender, Photoshop and Illustrator. The two photographs of Ariana Grande in the key visuals are not his; all rights remain with their owners.
Music in the film: “Kiss Me” by Ariana Grande, remixed by Ameer Al-Ayyash. © Ariana Grande and the respective rights holders; used within a non-commercial portfolio concept.
A self-initiated 360° launch for two Kayali scents with Ariana Grande — built the way Kayali is worn: one layer over another, from the flacon to the film, the feed, the billboard, the PR box and a pop-up you can walk through.
- Project
- Self-initiated 360° concept · unofficial
- Role
- Concept, art direction and design — every touchpoint
- Year
- 2026
- Disciplines
- Campaign concept, Art direction, Packaging design, 3D product visualisation, Campaign film, Key visuals, Social launch system, Out of home and print, PR mailer, Pop-up and retail design
- Tools
- Claude, Blender, Photoshop, Illustrator
Next project
Yasin Godz
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