Elevating a Challenger Fragrance Brand Through Ongoing Creative Partnership
AKT is a performance-led fragrance brand redefining deodorant through elevated scent, design and storytelling.
As the brand entered a period of rapid growth and retail expansion, Hidden was brought in to elevate its creative output and help translate its ambition into a more refined and consistent campaign world.
Working closely with founders Ed Currie and Andy Coxen, we became an embedded creative partner, supporting AKT across more than seven campaigns in just over a year. Our role spans end-to-end creative direction and production, helping shape a stronger and more cohesive visual identity across product launches.
From concept development and scripting through to set design, direction, photography and post-production, we lead the full creative process across campaigns, ensuring consistency, craft and elevated storytelling at every stage.
Key facts
• 1+ year ongoing partnership
• 7+ campaigns delivered
• Embedded collaboration with founders
• End-to-end creative direction + production
• Supported key retail expansion phase (Sephora)
Services
· Creative Direction
· Campaign Development
· Production
· Film
· Photography
· Art Direction
· Set Design
· Post-Production
