The brief
A fictional premium fragrance brand. Inspiration: Tom Ford × Hermès × Creed. Brand face: Leon — 40, Warsaw → LSE → Milano. Investment fund, reads Hemingway at 7am.
Tagline: For men who don't explain themselves.
Deliverables
| Asset | Description |
| Hero portrait | Leon at a Parisian window, AXIOM beside his hand |
| Caravaggio closeup | Half face in shadow, candlelight |
| Product solo | Bottle on leather chair, brass lamp |
| Watch macro | Vintage steel + whisky + candlelight |
| Campaign reel 8s | Slow push-in, Tom Ford single-take energy |
Timeline
- •09:00 — Brief + character brief (5 min)
- •09:05 — Hero portrait + Caravaggio closeup (8 min)
- •09:13 — Product solo + watch macro (5 min)
- •09:18 — Campaign reel 8s (delivery)
Total: 18 minutes.
Cost
| fakesme | Traditional shoot |
| Price | $549 | $15,000+ |
| Time | 18 min | 6 weeks |
| Model | AI | Contract + casting |
| Studio | None | Rental |
What worked
Lighting: Caravaggio chiaroscuro — half face in shadow works for every premium category. Whisky and candlelight as props build the whole lifestyle.
No logo clutter: Matte serif label with zero ornamentation — Aesop tier. Vagueness = luxury.
Reel: Zero cuts, zero titles, zero TikTok music. Tom Ford energy.
Extension: Leon × Zofia
The campaign got a second chapter — a couple editorial with AI model Zofia. She sits at a vanity, he stands behind her, AXIOM bottle in frame. One photo + clip in 1 prompt.
