As the lead creative strategist at Locus Solus Studio, I partnered with SOKOS, Finland’s leading department store, to concept and develop an immersive TikTok AR experience for their Black Friday Find Your Scent campaign.

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Targeting an emerging but underserved audience, teenage boys curious about fragrance. I conducted in-depth research into Gen Z scent culture. This included trend forecasting, market insights, TikTok content analysis and data from perfume influencers, sales reports and user reviews. The goal was to understand how young men engage with scent, how they make fragrance choices, and how we could bridge the digital and physical shopping experience for them.

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The final concept merged playfulness with personalization: a gamified TikTok filter that helped users discover their “scent persona” and unlocked in-store rewards, designed to drive foot traffic to SOKOS stores during one of the year’s most competitive retail moments.

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By combining social-first thinking with strategic insight, the experience positioned SOKOS as an innovator in both fragrance marketing and digital youth engagement.