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Scentmates​
Ask
Evolve Bath and Body Works for 18 to 24 year olds and make the brand feel present in their everyday routines.
Insight
Gen Z is paralyzed by the future. They don’t need an escape; they need an anchor in the present. Scent is the physical trigger that snaps them out of the noise and grounds them in the now.
Idea
Turn Bath and Body Works fragrances into “Scentmates”. The thing that helps you reset, breathe and feel more like yourself.
Role
Art Director
Client
Bath & Body Works
View Full Planbook Here
Scentmates Microdrama Series
Life in your early 20s is a cycle of small chaos. Laundry piles, awkward silences, and burnout. Our idea was simple: What if your self-care product could step in and actually help manage the room? In this series, the scent doesn't just sit on a shelf. It moves in. When the Bath & Body Works box arrives, it’s not just a candle inside. It’s a character. A "Scentmate" that unpacks their bags and immediately shifts the energy of the space.
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The Cast
The series personifies iconic scents into the roommates you wish you had, like Vani (Vanilla Bean), who helps Benji find a warm wind-down after a long week, or Champagne Toast, the hype person getting Brooklyn out the door. Each episode tracks the same shift: chaos strikes, the Scentmate steps in, and the room is instantly grounded.
The Open House Experience
The mall is usually a place of overstimulation. To counter that, we transformed vacant retail spaces in college towns like Ann Arbor and Columbus into a fully lived-in Bath & Body Works home. It wasn’t just a pop-up; it was a grounding exercise. We invited students to step out of the chaos and physically step inside the rituals that help them reset
Room By Room
Every space offered a different sensory reset. We used the Bedroom for a "Vanilla Vibes" silent disco to help guests tune out the noise, while the Kitchen hosted a "Signature Scent Lab" where they could layer fragrances to find their perfect mix. Even the Laundry Room got a lift, turning a mundane chore into a moment of discovery with trial-size scent boosters.
Closing The Loop
We connected the experience directly to commerce. Guests received a stamp card that filled up as they explored each room. A completed card unlocked a BOGO offer, driving them from the pop-up directly to the local brick-and-mortar store to buy the products they just experienced.
Airbnb x Bath and Body Works
And finally, we created the AirBathNBody Scentmates Villa, a two day escape that brought the Scentmates world to life, turning an ordinary stay into a fully scented lineup of grounding rituals, shared moments and creator powered storytelling.
Isaac Lewis (AD), Kylyn Maxwell (AD), Tess Howicz (VP), Sophia Martin (CW)