The Garden Candle Campaign
The Garden Candle Collection by Erin Napier marked a significant milestone, heralding the expansion of Laurel Mercantile into the enchanting realm of The Scent Library. This collection, rich with scents that evoke nostalgic memories for Erin, was crafted to resonate deeply with customers.
Erin, who firmly believes that "Every Scent Tells A Story," infused each candle with personal memories, transforming them into sensory time capsules.
The campaign I designed for this collection featured b-roll shots that captured the essence of Erin's storytelling, blending vintage imagery with heartfelt narratives. This visual strategy aimed to evoke a bygone era, inviting customers to find a piece of their own story within Erin's southern roots. Even those who weren't from the South could connect with the universal theme of memory and nostalgia, making Erin's stories feel like their own.
The Garden Candle Collection not only introduced a new line of products but also showcased Erin's most compelling attribute—her ability to tell stories that draw people in, creating a lasting bond with every flicker of the candle flame.
With Erin’s vision guiding the campaign, I meticulously planned and curated the imagery and settings for each video. I collaborated closely with our videographer and photographer to ensure every shot captured the essence of Erin's narratives. We promoted these videos on both her personal Instagram and the Laurel Mercantile Instagram, where the engagement was overwhelming. People quickly felt a deep connection to her candle collection. Storytelling truly is pure magic.
Click each picture to watch the stories!