007 Fragrance: More Than Meets The Eye

Framestore’s William Bartlett revisited the world of James Bond, taking on directorial duties for two TV campaigns for 007 Fragrance, working in collaboration with Daniel Kleinman.

Briefed by EON Productions to combine the classic elements of Bond with the featured scents, William took the reins on the direction of the spots in their entirety, turning out two 60” ads for use across television, digital and print formats in Europe.

William has previously supervised the VFX for a string of iconic Bond title sequences. Drawing on his extensive experience with the franchise he set about blending the swirling intrigue of the title world with stylised, abstracted versions of the fragrances, dissecting the notes to create nods to berries, oriental florals, wood and spice.

As a director, William approached the pieces in a similar fashion to a title sequence: building scenes to hold a loose narrative, whilst weaving together familiar assets that would still prompt intrigue around the final product. William ensured continuity with the contemporary expectation of the 007 world, delivering the same style, subterfuge and thrill viewers know and love of Bond.