Byredo case studyAI Project / Art Direction

Byredocase study

AI Project / Art DirectionSelected workMattias Husser

A case study exploring an AI driven launch campaign for Byredo Oud Immortel perfume, combining art direction and generative AI from concept to production, across stills and motion.

Brand: Byredo
Project: Personal concept
Date: 2026

The brief

Create an AI driven creative campaign for the EU launch of Byredo’s unisex fragrance Oud Immortel, built around an original concept and a strong visual direction consistent with the brand’s identity.

Develop a distinctive visual language shaped by materials, light, refined textures, controlled color, and understated intensity, with strong continuity between still and motion.

Deliver one finalized key visual, three ingredient assets, and AI motion for social and digital, with luxury-level craft, precise execution, and a scalable system designed for print and TVC-ready sharpness.

The mood board

Mood board for the Byredo Oud Immortel campaign, combining amber light, wood, resin, liquid textures and deep red tones

The rationale

The visual draws from the fragrance’s origin: the sacred essence of oud, revered in the ancient Sanskrit Vedas. It translates the woody, warm spicy, incense notes and accords of the perfume into a refined play of texture, form, and light.

The result is a tactile visual composition built from warm, earthy tones, organic forms, and slow-burning light, emphasizing the harmony between timeless wood and the perfume’s fluid presence as it moves through it.