How do you launch a fragrance for a refreshingly uncommercial company like Lucky Brand and still have the fashion and luxury cues necessary to the category? Do something that’s 80% beautiful and 20% weird.

Ever see one those “family of products” ads that represents an entire portfolio of brands? Curve wanted us to tackle one for them. The question was: how do you create a singular message for eight entirely different brands with different users? Well, maybe you don’t have to. This four page insert allowed you to customize your own Curve ad with your favorite curve fragrance. We also took the opportunity to poke fun at the stereotypical nature of most fragrance ads (one sticker was labeled “unrealistically diverse posse”) – an attitude we knew our younger audience would appreciate.