Cerberus Capital

With “Nose,” Dior pushes the limits of digital storytelling—transforming a documentary into an immersive virtual experience. Blending film, environment, and interaction, the project invites guests to journey through the French fields that inspire François Demachy, redefining how audiences engage with narrative and brand.

Dior "Nose"

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The Challenge

Dior sought to generate anticipation and engagement around “Nose” beyond the limits of a traditional film release. The objective was to translate the depth, craftsmanship, and sensory richness of François Demachy’s story into a digital format that could captivate a global audience.

We were tasked with designing a virtual theater experience that would not only host the premiere, but extend it—allowing guests to explore and interact with key elements of the film. The challenge lay in recreating the emotional and atmospheric qualities of the French landscapes, the artistry of perfumery, and the intimacy of the documentary within an online environment.

Balancing cinematic storytelling with interactivity, the experience needed to feel both immersive and intuitive, building excitement ahead of the premiere while offering a new way to engage with the narrative.

Digital Strategy

The digital strategy focused on transforming the film’s premiere into an immersive, story-driven online destination that could scale globally while preserving Dior’s sense of exclusivity. By creating a virtual theater environment, we combined cinematic content with interactive touchpoints—allowing users to navigate, discover, and engage with key elements of the documentary.

The experience was designed to build anticipation pre-launch, drive engagement during the premiere, and extend the film’s lifespan beyond its release, turning passive viewers into active participants within Dior’s world.

Experience Design

The digital strategy focused on transforming the film’s premiere into an immersive, story-driven online destination that could scale globally while preserving Dior’s sense of exclusivity. By creating a virtual theater environment, we combined cinematic content with interactive touchpoints—allowing users to navigate, discover, and engage with key elements of the documentary.

The experience was designed to build anticipation pre-launch, drive engagement during the premiere, and extend the film’s lifespan beyond its release, turning passive viewers into active participants within Dior’s world.

At any point during the premiere, guests have access to a Photo Booth accessed from a page with a QR code that opens Instagram on the users phone and instantly allows them to become a part of the film. The filter is designed after the poster artwork and through sharing, generates excitement for the global release date.

Experiential Design

The experiential elements of the project extend beyond the screen, blending physical and digital interactions to create a rich, multi-sensory journey. Guests were immersed through carefully curated touchpoints, including Champagne, Miss Dior perfume, and Odorama cards that synchronized scent with the visual narrative. As the film unfolds—traveling from Indonesian patchouli plantations to Italian lemon groves—users are invited to “live an unprecedented viewing experience in augmented reality,” engaging both sight and smell simultaneously. Each numbered sample reveals a new note, transforming the experience into a layered exploration that deepens emotional connection and brings the story to life through both visual and olfactory discovery.