Jo MALONE LONDON
“THE LONDON TOUCH”
My Role: Campaign ideation, creative direction, video scripting, video direction, on-camera talent
Talent: Duncan Quinn, Jason Atherton, Danny Agnew
Creative Producer: Annie Hunter
Photography: Jesse Untracht-Oakner
Art Director: Mike Falco
Jo Malone London is a luxury fragrance brand with a storied British heritage. InsideHook teamed up with them to promote their NYC flagship and help our audience inject a little UK swagger into their lives with a Brit-centric lifestyle guide that featured expert advice on stepping up your scent game, dressing like a proper London lad, and dining well.
From lessons at the Jo Malone shop on scent layering to a tutorial from raskish British suitmaker Duncan Quinn on rocking a head-turning kit to a primer on elevated British cuisine from Michelin-starred chef Jason Atherton, this guide not only spotlighted some killer spots around New York with London heritage, but also armed our readers with evergreen lifestyle advice that they could carry into their everyday lives moving forward no matter where they find themselves.
Custom photos were shot by the supremely talented Jesse Untracht Oakner, who thanfully managed to make me look pretty damn cool. I will be forever grateful to him for that.
