Universal Flowering's fan-favorite Holy Hell perfume is bottled in 35mm film by director Rita Ferrando.
Perfume advertising has long had the problem of trying to market something invisible, the sticky issue of marketing a feeling. It’s why perfume ads are notoriously difficult, why thinking about Nicole Kidman on a horse for Chanel No. 5 becomes a bit of a punchline. But Rafuse didn’t commission a commercial. Ferrando was such a fan of Universal Flowering that she decided to approach Rafuse with an idea to make a film for Holy Hell, telling a story that evokes late-summer yearning and melancholia.
NYLON spoke with Ferrando ahead of the film’s premiere about the aesthetic inspiration behind the film and the challenges of capturing something invisible.Tell me how you conceived of the idea for the film? What's the inspiration behind it?
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