Paixão Body Splash
Categories
Ava Creative
Client
Grupo Coty
Project
Paixão
Year
2025
The experience was designed to elevate the launch beyond a traditional product presentation, turning the new Paixão Body Splash into a moment of discovery. Our goal was to create a narrative where technology, sensuality and brand identity merge. The digitally-crafted breeze, paired with the custom aroma released through the VR headset, allowed the audience to feel the fragrance as part of the story itself — a gesture that transforms a perfume into an encounter.
The experience was designed to elevate the launch beyond a traditional product presentation, turning the new Paixão Body Splash into a moment of discovery. Our goal was to create a narrative where technology, sensuality and brand identity merge. The digitally-crafted breeze, paired with the custom aroma released through the VR headset, allowed the audience to feel the fragrance as part of the story itself — a gesture that transforms a perfume into an encounter.
The art direction drew heavily from Brazil’s most powerful sensorial and spatial references. We were inspired by the immersive environments of Inhotim, echoing works by Hélio Oiticica and Cildo Meireles, where color, space and perception shape the emotional experience. We also incorporated the organic geometries and landscape philosophy of Burle Marx, bringing fluidity, tropical textures and chromatic depth into the VR environment. This created a visual world that feels both contemporary and deeply rooted in Brazilian artistic heritage.
The art direction drew heavily from Brazil’s most powerful sensorial and spatial references. We were inspired by the immersive environments of Inhotim, echoing works by Hélio Oiticica and Cildo Meireles, where color, space and perception shape the emotional experience. We also incorporated the organic geometries and landscape philosophy of Burle Marx, bringing fluidity, tropical textures and chromatic depth into the VR environment. This created a visual world that feels both contemporary and deeply rooted in Brazilian artistic heritage.
Working with all senses was essential to amplify presence and emotional connection. Fragrance alone already carries memory and intimacy, but when combined with visual immersion, spatial audio and the perception of wind — even if digitally generated — the experience becomes whole. By activating multiple sensory channels at once, we create deeper attention, stronger recall and a more authentic bond between the user and the brand. In XR, the senses are the language, and when they work together, the story becomes unforgettable.
Working with all senses was essential to amplify presence and emotional connection. Fragrance alone already carries memory and intimacy, but when combined with visual immersion, spatial audio and the perception of wind — even if digitally generated — the experience becomes whole. By activating multiple sensory channels at once, we create deeper attention, stronger recall and a more authentic bond between the user and the brand. In XR, the senses are the language, and when they work together, the story becomes unforgettable.
