Client
Bath & Body Works
We partnered with Bath & Body Works to reimagine the brand's creative expression, rooted in a simple but powerful idea: Find That Feeling. Built on the belief that fragrance is more than just scent, the platform celebrates its ability to evoke emotion, awaken memories, and transform everyday moments. Our ambition was to bring a fresh, contemporary perspective to an iconic American brand while preserving the joy, warmth, and optimism at its heart.
We developed a vibrant and expressive visual world that connects fragrance to feeling. Through intimate portraiture, playful storytelling, tactile ingredients, and evocative color, we created a more emotional and sensorial approach to the brand. Spanning film, photography, design, and social, the creative direction brings a more elevated and contemporary sensibility to Bath & Body Works while celebrating the individuality and joy of finding a feeling that's entirely your own.
Creative Direction
Art Direction
Campaign & Visual Development
Film & Photography
Production & Casting
Post-Production & Retouching
We developed a vibrant and expressive visual world that connects fragrance to feeling. Through intimate portraiture, playful storytelling, tactile ingredients, and evocative color, we created a more emotional and sensorial approach to the brand. Spanning film, photography, design, and social, the creative direction brings a more elevated and contemporary sensibility to Bath & Body Works while celebrating the individuality and joy of finding a feeling that's entirely your own.
Creative Direction
Art Direction
Campaign & Visual Development
Film & Photography
Production & Casting
Post-Production & Retouching
Agency
YARD NYC
Role
Creative Director
Client
Bath & Body Works
Duration
2026
YARD NYC
Role
Creative Director
Client
Bath & Body Works
Duration
2026
Pillars
Full Color, Girlhood, Emotion
Inclusions
Brand Platform & Creative Direction
Campaign Film & Photography
Art Direction & Design
Social & Digital
Concept
Inspired by Bath & Body Works' overarching brand platform ‘Find That Feeling’, MOOD was developed as a new campaign franchise exploring the emotional power of fragrance. Built around five distinct feelings—Love, Joy, Confidence, Balance, and Relaxation—the campaign celebrates scent as a way to shift our mood, express ourselves, and transform everyday moments.
Through expressive movement, intimate portraiture, rich color, and tactile ingredients, we created a series of distinct yet interconnected visual worlds. Each mood was brought to life through its own personality and sensory language, establishing a vibrant, contemporary, and emotionally driven expression of Bath & Body Works across film, photography, and digital.
Full Color, Girlhood, Emotion
Inclusions
Brand Platform & Creative Direction
Campaign Film & Photography
Art Direction & Design
Social & Digital
Concept
Inspired by Bath & Body Works' overarching brand platform ‘Find That Feeling’, MOOD was developed as a new campaign franchise exploring the emotional power of fragrance. Built around five distinct feelings—Love, Joy, Confidence, Balance, and Relaxation—the campaign celebrates scent as a way to shift our mood, express ourselves, and transform everyday moments.
Through expressive movement, intimate portraiture, rich color, and tactile ingredients, we created a series of distinct yet interconnected visual worlds. Each mood was brought to life through its own personality and sensory language, establishing a vibrant, contemporary, and emotionally driven expression of Bath & Body Works across film, photography, and digital.
Film— 30s
Fillm Stills—
Film— 6s, Joy
Mood Endframes—
Client — Bath & Body Works
Agency — Yard, New York
Creative Co-founder — Stephen Niedzwiecki
Chief Creative Officer — Ulrika Karlberg
Style Director — Teng Phour
Creative Director — Sheena Bhattacharya
Executive Producer — Rob Marmor
Group Account Director — Bobby Bush
Senior Project Lead — Akua Ashun-Kwakwa
Film Production — Superprime
Director — Philippa Price
Managing Directors / Executive Producers — Rebecca Skinner, Michelle Ross
Executive Producer — Maddi Carlton
Head of Production / Executive Producer — Matt Sanders
Producer — Sophie Brooks
Production Supervisor — Anya Karlin
Assistant Production Supervisor — Hanna Walicki
Music Production
Hyperballad
Agency — Yard, New York
Creative Co-founder — Stephen Niedzwiecki
Chief Creative Officer — Ulrika Karlberg
Style Director — Teng Phour
Creative Director — Sheena Bhattacharya
Executive Producer — Rob Marmor
Group Account Director — Bobby Bush
Senior Project Lead — Akua Ashun-Kwakwa
Film Production — Superprime
Director — Philippa Price
Managing Directors / Executive Producers — Rebecca Skinner, Michelle Ross
Executive Producer — Maddi Carlton
Head of Production / Executive Producer — Matt Sanders
Producer — Sophie Brooks
Production Supervisor — Anya Karlin
Assistant Production Supervisor — Hanna Walicki
Music Production
Hyperballad
Photographer — Daniel Clavero
Post-Production — Modern Post
Editor — Will Town
Executive Producer — Christina Mansi
Post Producer — Lauren Avallone
Producer — Veronica Ware
Hailstorm
Group Director — Russ Nadler
BA Manager — Nikki Balekjian
Cast
Linda Davis
Reif Howey
Lanai Barrett
Anna Boyer
Shiori Murayama
Fatou Bah
Post-Production — Modern Post
Editor — Will Town
Executive Producer — Christina Mansi
Post Producer — Lauren Avallone
Producer — Veronica Ware
Hailstorm
Group Director — Russ Nadler
BA Manager — Nikki Balekjian
Cast
Linda Davis
Reif Howey
Lanai Barrett
Anna Boyer
Shiori Murayama
Fatou Bah
View More
FFORME, Sev Skin, Tom Ford, Clinique, Abstract, Girlfriend Collective, Armand De Brignac, Verdant, Zachys, Hamza Khan, Reisinger Studio, Hatecopy, Pride, Mejuri, Elyse Walker.
Tulika Studios is an associate creative director specializing in art direction and design in Toronto and New York City.
Design
Art Direction
Strategy
Production
Art Direction
Strategy
Production
Consulting
Social
Planning
Branding
Social
Planning
Branding
Campaign
Film
Storyboard
Photo
Film
Storyboard
Photo
Illustration
Animation
Web Design
App Design
Animation
Web Design
App Design
TULIKA STUDIOS © 2021.