Annindriya
Concept Development
Content Creation
We created Annindriya's very own Viewmaster, inviting people to not only smell their fragrances, but also experience it visually.
A world of wonderment
Annindriya is a niche perfume house from Amsterdam, known for creating fragrances inspired by wonder and curiosity. As a younger audience becomes increasingly drawn to unique, artisanal scents, the brand aims to stay relevant to this new generation while continuing to engage its loyal customers. The challenge was to create compelling content that speaks to both groups, capturing Annindriya’s distinctive spirit without relying on high-cost production.
Curiosity-driven storytelling
Today’s video formats on Instagram and TikTok thrive on curiosity-driven storytelling rather than straightforward product presentations. Content that sparks intrigue and invites exploration outperforms one-dimensional messaging. We leaned into this trend by anchoring the concept in a universal childhood memory: the magic of looking through a Viewmaster. This nostalgic experience naturally inspires curiosity and wonder, while fitting perfectly with TikTok and Instagram formats, blending discovery with nostalgia to captivate audiences.
The perfect metaphor
We developed the entire concept from the ground up. After identifying the nostalgic Viewmaster as the perfect metaphor to embody Annindriya’s sense of curiosity and wonder, we partnered with a specialist to produce a tactile Viewmaster that truly delivers an immersive 3D effect.
We carefully curated the photographs to visually represent each fragrance’s story and ingredients in a magical, curiosity-sparking way. The final product is a unique Viewmaster with five interchangeable discs - one for each fragrance - designed specifically to enhance the in-store experience, allowing visitors to engage deeply with the brand beyond just scent.
Complementing this physical experience, we produced a natural video featuring founder Tanja guiding viewers through the concept and sensory journey. This video is tailored for social platforms, extending the magic of the Viewmaster experience to a wider audience and showcasing Annindriya’s creativity and brand essence in an engaging, authentic way.
