Annindriya
Concept Development
Content Creation
At Annindriya, everything starts with a sense of wonderment and curiosity. We tapped into this feeling and created Annindriya's very own Viewmaster, inviting people to not only smell their fragrances, but also experience it visually.
The context
Annindriya is a niche perfume house based in Amsterdam, known for crafting fragrances rooted in wonderment and curiosity. The niche perfume market has evolved significantly over the last decade, with a growing younger audience becoming more conscious and interested in unique, artisanal scents. Annindriya aims to stay relevant to this emerging group while continuing to engage their existing loyal customers.
They approached us with a tight budget to create a social media video that would capture their brand essence in a fresh and engaging way. Given full creative freedom within these constraints, the challenge was to develop compelling content that resonates with both new and existing audiences, reflecting the brand’s unique spirit without the typical high-cost production.
THE INSIGHT
Today’s video formats on platforms like Instagram and TikTok thrive on curiosity-driven storytelling rather than straightforward product presentations. Videos that spark intrigue and invite exploration outperform direct, one-dimensional messaging. We tapped into this trend and anchored the concept in a universal childhood memory: the magic of looking through a Viewmaster. Remember how captivating it was to click through images and be taken on a visual journey, each new click revealing another story? This nostalgic experience naturally triggers curiosity and wonder.
Building on this, we envisioned a Viewmaster journey through Annindriya’s scent world, where each click reveals a new, enchanting facet of their fragrances and ingredients, portrayed in a magical and immersive way. This concept aligns perfectly with Annindriya’s brand essence of wonderment, making it both engaging and emotionally resonant. It also lends itself seamlessly to TikTok and Instagram formats, combining nostalgia with discovery to captivate audiences.
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.
