Large-Scale Fashion & Fragrance Campaign Production for a Global Luxury Brand

Projected delivered a high-end photography and film campaign for Armani Beauty's Diamonds fragrance range, bringing together creative ambition, large-scale production management and precise delivery.

The project was conceived as a bold repositioning of the Armani Diamonds brand, shifting away from its traditional bling-led glamour roots towards a more contemporary, GEN-Z-focused cultural narrative.

Creative Strategy & Talent-Led Storytelling

At the heart of the campaign was a strategic decision to connect the fragrance with a new generation of consumers through music, authenticity and modern femininity. Working closely together with Armani's global team, we developed a creative concept that felt confident, expressive and culturally relevant.

The campaign starred Ella Eyre, whose presence brought credibility, personality and modern energy to the brand. Projected's experience working with A-list and high-profile talent ensured the production ran smoothly, balancing creative freedom with tight scheduling and professionalism.

End-to-End Campaign Production at Scale

This was a true end-to-end campaign, encompassing both film and photography production, influencer content and press assets. The scale of the project was significant: a combined cast and crew of over 100 people, delivered across an intensive three-day shoot schedule.

Filming and photography took place in and around Stanmer House, a Georgian mansion set within the rolling hills of the South Downs. The location provided a striking visual counterpoint, blending heritage architecture with contemporary styling and performance.

Full-Service Production Management

Projected's creative and production team managed every aspect of the campaign from start to finish, including:

• Creative concept development
• Film and photography production
• Post-production and finishing
• Casting and talent management
• Influencer and press content coordination
• Location scouting and location management
• Set design and build
• Wardrobe styling and sourcing
• Hair, makeup and grooming
• Transport, catering and crew logistics

This integrated approach ensured creative consistency, production efficiency and budget control throughout the project.

Delivered on Time, On Budget

Despite the scale and complexity of the production, the campaign was delivered on schedule and on budget, a result of careful planning, experienced leadership and close coordination across departments.

The final assets provided Armani Beauty with a comprehensive content suite spanning brand film, campaign photography, influencer materials and press imagery, supporting a refreshed brand position and multi-channel rollout.

Results & Capability

This project demonstrates Projected's ability to:

• Deliver large-scale luxury campaigns with precision
• Manage complex productions involving 100+ crew and talent
• Reposition heritage brands for new audiences
• Balance creative ambition with tight timelines and budgets
• Provide a single, accountable partner for end-to-end campaign delivery

For global brands seeking big-agency output with experienced, hands-on production leadership, Projected offers the scale, reliability and creative confidence to deliver ambitious campaigns without compromise.