The art of perfume creation bears a striking resemblance to the composition of music – a symphony of intricate notes meticulously blended to achieve perfect harmony. This convergence of senses unveils a captivating story, and Amaffi’s Pyramids campaign embodies this artistry through a remarkable partnership with French-Lebanese trumpeter and composer Ibrahim Maalouf.
The short film, a captivating visual and olfactory experience, showcases Amaffi’s Savanna perfume. The essence of the fragrance is gracefully interwoven with the soulful melodies of Ibrahim’s trumpet, creating an enchanting symphony. The result is a truly immersive experience that transcends the ordinary, leaving viewers captivated by the harmonious blend of scent and sound.
Ibrahim’s inspiration for this project, his first with Amaffi, stems from the captivating landscapes of Saudi Arabia, particularly the vast and enigmatic dunes. He describes the experience as an encounter with the soul of the desert, where the wind whispers melodies and the fragrance notes dance in perfect harmony. “The desert winds whispered melodies to me, and the fragrance notes danced in harmony. It felt like love at first scent,” he shares, highlighting the profound connection he felt with both the fragrance and the environment.
The collaboration came as a delightful surprise for the acclaimed musician. “I really love perfumes. I think it’s interesting, and it moves me,” he explains. This passion is evident in his insightful description of Savanna’s aroma, drawing a parallel between the fragrance and the historical roots of the location where they were shooting the film. “When I smelled Savanna for the first time, we were shooting the images in Saudi Arabia. It reminded me of something rooted in something deep like history. I made a link between what I was smelling and the place we were shooting and the music we were playing,” he says.
Further elaborating on his musical interpretation of the fragrance, Maalouf describes Savanna’s scent as a “deep percussion playing a very slow, fancy and beautiful rhythm… like something that does not move with time, something that’s played for a long time, with a very subtle melody. Something mixed between Middle Eastern and jazz… almost like a voice singing, you know, but in the trumpet, and that’s it, nothing else.” His words paint a vivid picture of the fragrance’s complexity and depth, showcasing his unique artistic perspective.
Amaffi’s Pyramids collection is a true masterclass in olfactory storytelling. Each fragrance is meticulously crafted, representing a distinct chapter in the art of attraction. Only the finest ingredients, sourced from around the world, are used to create these olfactory masterpieces. The collection’s flacons, inspired by the majestic and mysterious silhouette of the pyramids, further elevate the experience, creating a truly captivating and luxurious presentation.
The partnership between Amaffi and Ibrahim Maalouf is a testament to the power of creative collaboration. “Especially as an instrumentalist and not an actor or singer, it was a very interesting collaboration with Amaffi, and on both sides, because it’s rare for a perfume house to do this kind of collaboration,” Maalouf notes, highlighting the uniqueness of this artistic fusion.
Eric Michael Roy, co-creative director of the short film, further emphasizes the distinct approach to this project. “The creative director, Paris Libby and I wanted to create a story that felt like a short film rather than a typical advertisement.” This desire to create a truly immersive and engaging experience reflects Amaffi’s commitment to artistic freedom and craftsmanship.
“Amaffi is really about creative freedom and take great pride in their craftsmanship and their art,” adds Roy, encapsulating the core values that drive this renowned perfume house. Discover Amaffi’s Pyramids, and immerse yourself in a world of captivating scents, soulful music, and masterful storytelling.
