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The campaign was to introduce the concept of our archetype fragrances, which in and of themselves tell a beautiful story about balance and wholeness. We wanted it to create a sense of connection on our website landing page and on our social media accounts.

Storytelling and illustration are at the heart of the ARgENTUM brand, so animation felt like a natural extension of that. The archetypes represent the facets of each individual self, some of which make themselves known at the forefront of consciousness and some of which remain in shadow, waiting to be seen. This idea is central to many fairy tales whose characters we often meet when we “go into the woods” (the subconscious). By acknowledging all of our facets, the characters within us, we allow for the possibility of balance.

In this short excerpt, we show the Magician coming to life as the butterfly – a symbol of the psyche and of transformation. This archetype instigates an almost alchemical transformation involving the coin-like silver talismans – which come with each bottle of fragrance, depict each archetype in 925 sterling silver, and can be worn as pendants. It has taken ARgENTUM seven years to lovingly craft and formulate the twelve archetype fragrances which are alcohol-free and solvent-free thanks to patented Water Plant Emulsion technology. They sprung from the original creation of signature scent BECOME (No.0 in the series of scents), the pop-up book-box of which takes centre stage in the animation, and is the container (like a magician’s top hat) from which the perfume bottle bursts forth. The sun and moon align and when the timing is right, all twelve archetypes create a circle around BECOME, which symbolises the beginning and the end of the journey, the beauty in balance, which has literally come
full circle.