YUM PISTACHIO GELATO I 33SENIOR CREATIVE MANAGER · FULL CAMPAIGN DIRECTION
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BEAUTYWORLD ME AWARDS: BEST MEDIA CAMPAIGN 2023
Kayali's first truly global, full 360 campaign. The brief was to launch a fragrance that had taken 33 rounds of development to get right, built around Mona Kattan's obsession with pistachio gelato on her trips along the Amalfi Coast.
I led the campaign end to end: the creative concept, art direction, global campaign photography & videography, the El&n London partnership, Harrods retail presence and all social and digital content.
CAMPAIGN DIRECTION • ART DIRECTION • SOCIAL & DIGITAL • RETAIL & VM • PARTNERSHIPS
The Concept
A Memory
Made Into
a Fragrance
The brief started with a story. Mona's summers on the Amalfi Coast. The ritual of pistachio gelato. A scent that took 33 rounds to finally capture it.
The campaign needed to transport people to that memory without ever having been there. I built the visual world around the gelato parlour aesthetic: mint greens, marble surfaces, sun-warmed textures, and a cast that felt genuinely joyful rather than posed. The tone was warm and indulgent, not aspirational and distant.
top 5FASTEST GROWING FRAGRANCE BRAND GLOBALLY IN 2023
★BEAUTYWORLD MIDDLE EAST AWARDS BEST MEDIA CAMPAIGN OF THE YEAR
↑EXCEEDED SALES FORECAST AT LAUNCH
MONA KATTANFOUNDER, KAYALI
THE BRIEF BEHIND THE FRAGRANCE
"Every summer I go to the Amalfi Coast and I have pistachio gelato every single day. I wanted to bottle that feeling."
MONA KATTAN ON THE INSPIRATION BEHIND YUM PISTACHIO GELATO | 33
"Most fragrance campaigns sell a lifestyle. This one had a real story at its centre. My job was to make sure every creative decision served that story and nothing else."
MARCO NIEFER · SENIOR CREATIVE MANAGER, KAYALI
Partnership · El&n London
Yum! Takeover
at El&n LondonI had oversight of the creative direction for a limited edition menu takeover at El&n London, one of the most photographed cafe interiors in the city. The Yum Pistachio Gelato world was translated into a curated menu of pistachio-inspired drinks and desserts, with branded packaging and campaign imagery throughout the space.
The partnership was a natural extension of the campaign's world: Mona's gelato obsession, brought to life at a London destination that its own audience already loved photographing. It generated significant organic social coverage and introduced Kayali to a new consumer entirely.
Social & Digital
Content That
TravelledThe campaign's visual identity was built to perform on social as much as in editorial. The mint green palette, the gelato parlour setting, and Mona's own storytelling created a content ecosystem that felt cohesive across every platform. The fragrance went viral at launch and stayed in conversation well beyond the initial campaign window.
Retail · Harrods, London
Kayali at
Harrods
As part of my campaign direction oversight, the Yum Pistachio Gelato launch was supported by a dedicated Kayali pop-up counter at Harrods, with campaign imagery and the full fragrance world at point of sale.
The Harrods presence positioned Kayali alongside the most established fragrance houses in the world. For a brand that started as a passion project, that retail real estate carried significant cultural weight.
Global Presence · Online and In-store
The campaign creative extended across Sephora online banners and point-of-sale displays, carrying the Yum Pistachio Gelato world consistently from digital to shelf globally.
RECOGNITION · 2023
BEAUTYWORLD MIDDLE EAST AWARDS
BEST MEDIA CAMPAIGN OF THE YEAR
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Yum Pistachio Gelato | 33 won Best Media Campaign of the Year at the Beautyworld Middle East Awards 2023. The campaign also contributed to Kayali becoming one of the Top 5 fastest growing fragrance brands globally that year.
