Justin Zoll, an artist from New York, takes photographs that show us the tiny world we can't see with our eyes. Using extreme macro and microscopy photography, he makes things like crystals and minerals look really big — they become whole new worlds. He can make rocks and chemicals look like beautiful landscapes full of colour and texture.

His work occupies a unique space where science and art blend perfectly. To create it, he needs to have a strong grasp of the technical side of things, but what you see doesn't feel like it's just about numbers and rules. It feels like it's breathing, like it's alive. The style is abstract, very modern, and often surprising, with a lot of attention to texture, making it very tactile too.

We were really impressed by how he could take tiny things from nature and make them seem so interesting. His pictures didn't just show Amber Bloom as something you look at, but as something you feel and experience.

The campaign brief was never to photograph Amber Bloom in a traditional sense. A simple picture of the bottle just wasn't enough to capture the essence of the fragrance. The brand wanted to convey the feeling and emotion behind it — not just its physical appearance. We wanted Justin to take a really close look at the ingredients and scents that make up Amber Bloom, to be patient and curious, and to see what these materials could tell us when we look at them really closely.

Amber Bloom is made up of different layers. When you first put it on, you get a strong burst of citrus from the lemon, grapefruit, mandarin, and bergamot. These scents combine to create a feeling of brightness and energy on your skin — fresh, clean, and instant. In the heart, lily of the valley softens the composition, while raspberry and passionfruit bring juiciness and colour. Salt notes drift through the fragrance with an airy mineral quality, evoking the feeling of sea breeze on warm skin. In the base, ambergris, tonka bean and musk create depth, warmth and sensuality.

That distinction matters. Luxury fragrance is not a list of notes. It is the way those notes behave together. It is proportion, rhythm, tension and atmosphere. The visual campaign for Amber Bloom had to work in the same way.

Justin's process began with experimentation. Finding the right ingredients was a mixed bag. Some were easy to get, while others took a lot of time and effort. Passionfruit was really hard to find in the middle of winter in Ithaca, New York. At one point, a late-night attempt to order fresh lily of the valley flowers ended up with a surprise delivery of plastic ones instead. Creative work often appears seamless at the end. What we rarely see is the searching, testing, false starts and technical problem-solving that sit behind the finished image.

Justin took pictures using a microscope and a special lens that could zoom in really close. When you zoom in that much, only a tiny part of the picture is clear. To make the whole picture look sharp, he used a technique called focus stacking — taking tens or even hundreds of photos, moving the lens ever so slightly each time, then combining them into one image with real depth.

"It takes tens to hundreds of photos, moving the lens ever so slightly closer to the subject between each frame."

This is a delicate process that requires enormous patience and attention to detail. In that sense, his process mirrors the perfume creation process itself. Amber Bloom was created by Master Perfumer David Chieze, who described it in just three words: bold, colourful, textured. Words that don't just describe how the fragrance smells, but the entire visual world built around it.

When seen through Justin's eyes, citrus fruits are not just bright and colourful — they have a deeper structure that is revealed. The small pockets of juice inside mandarins and grapefruits look like tiny, glowing shapes full of life. When light shines through them from behind, they create layers of shadow, colour, and transparency. This gives them a sense of movement and energy — almost like they are alive, as if the freshness and fragrance of the citrus have taken on a visible form. The way they appear is almost architectural, with a sense of depth and dimension that is really striking.

The citrus note in Amber Bloom isn't just a brief, superficial opening. It plays a crucial role in setting the tone for the entire fragrance. It provides a sense of clarity, energy, and uplift, creating an immediate impression of someone who is completely confident and at ease. It's what makes you feel like the person wearing it is totally in their element.

Amber Bloom's heart transforms into a richer, more layered world. Raspberry and passionfruit infuse it with vibrancy and generosity, yet they do so with a sense of balance. The passionfruit contributes a bright, tropical edge and a radiant acidity that perfectly counteracts the grapefruit's tartness. Meanwhile, the raspberry brings a soft, gentle quality — its fruity and subtly floral notes prevent the overall composition from becoming too harsh or one-dimensional.

When you look really closely at these fruits, they are like entire worlds. The surfaces, the threads that make them up, and the way they let light through — it all explains why they smell so amazing. They are not flat or sweet; they are complex. They have depth, tension, and a lot of different colours and textures.

Salt is really interesting in Amber Bloom because it completely changes how the scent feels. It doesn't make it smell like the ocean, but instead it makes everything feel more open and clear, like the air after a sea breeze. This clarity makes the fruits stand out more, and the warm parts feel sharper, giving the whole thing a fresh, modern feel that's perfect for the coast.

For Justin, salt was a special part of the project because it could be photographed in a unique way through crystallisation. When you look at salt under polarised light, it transforms into a geometric pattern full of light. The usual plain white colour of salt disappears, and you start to see its shape, edges, and a beauty that you wouldn't expect. In the context of Amber Bloom, this is exactly what salt does in the fragrance. It reframes freshness. It gives the scent clarity, but also texture.

Justin's photos were the starting point for the whole campaign. Then D8, the creative agency, took over and used those images to create a bigger visual identity for Amber Bloom. Stephen Capello, the Creative Director at D8, had to take the tiny images from a microscope and turn them into a whole world for the campaign — showing off the fragrance across digital platforms, social media, the product itself, and the story of the brand.

For Stephen, the starting point was the relationship between photography and the way fragrance is composed.

"Inspired by the perfume creation process, building top, heart and base layers to create one singular beautiful fragrance, we reflected this same process visually."

What D8 did was really interesting — they didn't just put the pictures of the ingredients next to the bottle. Instead, they made a whole new set of abstract art pieces by combining lots of different ingredient images. It's kind of like how a perfumer creates a new scent by mixing different ingredients until they become something entirely new.

"A contemporary, abstract series of textural, bold, vibrant images."

The colour blue in the Auras Collection is really special — a shade that reminds you of fresh things, like glass and old containers that people used to store precious perfumes, oils, and cosmetics. The reference to ancient Rome really resonates with Electimuss London. We're not trying to recreate the past, but rather take those old ideas of luxury, ritual, and beauty and give them a modern twist. Blue, luminous, abstract, and full of life.

The first fragrance in the Auras Collection. A vivid amber citrus fragrance — citrus, fruit and mineral salt grounded in warm ambergris and tonka. An Extrait de Parfum shaped by science, artistry and perfume craft.