M/M, a Paris design firm says this about images and storytelling:
« An image never interests us as such. Its relevance lies in the fact that it contains the sum of preceding dialogues, stories, experiences with various interlocutors, and the fact that it induces a questioning of these preexisting values. This it what makes for us a pertinent image. A good image should be in between two others, a previous one and another to come.»
Here is one of their recent projects – M/Mink Eau de Perfume. Both the fragrance identity was created by them. They were inspired by an image first, then created this scent. It may be odd for a beauty image, but this new ad for M/Mink is really provocative and a surprising antithesis of the average perfume ad.
"A scent is often linked to an image. This history of literature is full of those examples. The common rule in the perfume industry is to create a perfume and then produce an image to promote it," the designers wrote in a press release.
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