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Redefining the scent
of winning
For decades, Paco Rabanne fragrances have been associated with the expression of heightened masculinity across their marketing campaigns. When the brand approached us with a desire to integrate soccer into their brand messaging, we got to work on two commercials that would expand the possibilities of their representation and present a personalized take on the values they espouse through the featured players.
Finding the right people for the branded documentary pieces was one of the initial challenges, so we undertook an intensive search, interviewing a variety of soccer players to find the perfect match for the ads. We landed on Alex Mendoza and Coach Cruz, two dynamic players whose stories express unique aspects of Paco Rabanne’s commitment to quality of life.
Our creative process started from day one, narrowing down the possibilities and strategizing ways to position the brand naturally in service of both the audience and subjects portrayed. At the end of the day, we had a campaign that garnered millions of views across social media and elevated the capabilities of Paco Rabanne’s brand messaging.
Episode 1
Coach Cruz
From humble beginnings in Trinidad, Coach Cruz’s story of personal resilience speaks to the self-determined nature of a true champion. We were drawn to his ability to channel his most challenging moments into a positive coaching philosophy. Released on Father’s Day, the piece reflects on how those lessons learned on the field helped him embrace fatherhood with confidence.
Episode 2
Alex Mendoza
Freestyle Soccer lives at the intersection of sport and art, with each competitor’s creativity defining their success. Each meticulously crafted trick is an expression both physical and emotional, culminating in triumph. We profiled 3-time world freestyle champion Alex Mendoza to discover the source of his passion for the emerging sport.
