[01 / 360°_CAMPAIGN]2026

Santal 33 — Le Labo

A 360° CAMPAIGN, BUILT END TO END WITH AI.

[02 / ART DIRECTION]ART DIRECTION

Before generating anything, I locked the look — lighting, materials, colour grade and composition — so every asset would read as one campaign. These three stills set that direction.

Le Labo Santal 33 bottle in a sunlit Tokyo interior with arched windows.

Sandalwood — a Tokyo interior.

Interior built in Higgsfield and Seedance, lattice shadows added in ChatGPT Image, then finished in Photoshop for grain and colour.

Le Labo Santal 33 bottle on a stone ledge in a Moroccan courtyard.

Cardamom — a Moroccan courtyard.

Courtyard generated in ChatGPT Image, then finished in Photoshop for the brass detail and the haze.

Le Labo Santal 33 bottle with a single iris petal against a stormy sky.

The hero still — bottle and iris petal.

The key image for the campaign: the bottle with a single iris petal, shot against a stormy sky.

[03 / IG REEL]HERO REEL

The 15-second hero reel.

It opens on a window, moves through the glass into the ingredient world, and lands on the bottle. The action sits dead-centre so the hook survives Instagram's interface covering the top and bottom of the frame — slow on entry, tight on exit, with the sound carrying the reveal.

SANTAL 33 — LE LABO · GRASSE · NEW YORK.

[04 / IG POSTS]FEED

Five feed posts, built to work as one set: ingredient, world, product, world, ingredient.

Macro close-up of a sandalwood root cross-section for the Santal 33 campaign.

Sandalwood, in close-up.

A macro of the sandalwood root in ChatGPT Image, shot square-on so every grain line stays sharp.

A cardamom-green textured building facade for the Santal 33 campaign.

A cardamom-green facade.

Facade built in Higgsfield, shot low and three-quarter so the texture reads against the shadow.

The Le Labo Santal 33 bottle shown in cross-section with the ingredients inside.

The bottle, in cross-section.

The bottle with its front half removed and the ingredients inside. ChatGPT Image, single pass, no retouch.

Macro close-up of a cedar root with dark resin in the grain.

Cedar, in close-up.

A macro of cedar root with resin in the cut grain, so it reads as cold, scented wood.

The Le Labo Santal 33 bottle with the five raw ingredients layered inside the glass.

Five ingredients, one bottle.

The bottle holding all five ingredients inside the glass, closing the row where the first post opened it.

[05 / IG STORIES]STORIES

Five stories, each using a native Instagram feature — a poll, a link sticker, a slider and a launch countdown.

[06 / OUT OF HOME]OUT OF HOME

Six placements across six cities, each composited into a real photo of the street rather than a flat mockup — a bus shelter, a wheatpaste, a building wrap, an advertising column, a storefront and a transit poster.

Le Labo Santal 33 bus shelter advert on a wet London street in Marylebone.

LONDON — MARYLEBONE.BUS SHELTER · 6-SHEET.

SANDALWOOD. CEDAR. CARDAMOM. IRIS. VANILLA. — SANTAL 33.

Wheatpasted Le Labo Santal 33 poster on a wall in the Marrakech medina.

MARRAKECH — MEDINA.WHEATPASTE · FLY-POSTER.

SANTAL 33 — LE LABO.

Le Labo Santal 33 building wrap on a Milan facade in Brera.

MILAN — BRERA.BUILDING WRAP · FABRIC.

SANTAL 33 — LE LABO.

Le Labo Santal 33 advertising column by a Paris Metro entrance in Saint-Germain.

PARIS — SAINT-GERMAIN.COLONNE MORRIS · WRAP.

SANDALWOOD — SANTAL 33.

Le Labo Santal 33 backlit storefront window in New York Soho.

NEW YORK — SOHO.STOREFRONT WINDOW · BACKLIT.

MADE IN OUR LAB. — SANTAL 33.

Le Labo Santal 33 backlit transit poster in Copenhagen Vesterbro.

COPENHAGEN — VESTERBRO.JCDECAUX MUPI · BACKLIT.

FIVE INGREDIENTS, ONE FORMULA. — SANTAL 33.

[07 / THE STACK]STACK

What used to need an agency and a production team, built in one week by one person.

Made AI-native end to end. The tools handle the production; the direction, editing and finishing are what make it read as a real campaign. Here's what I used.