Beauty and Fragrance Creative Agency in New York

SWELL is a New York creative agency that makes launch films, broadcast spots, campaign stills and social content for beauty and fragrance brands. Its public work in the category includes MCM's first fragrance, Graff's fragrances, Anna Sui's animated loops and hero content for Drunk Elephant. SWELL handles strategy and creative direction, working with its sister production company Max HP Productions, its preferred production partner, for production and post.

Fragrance

For Graff, SWELL built the broadcast commercial around the way a fragrance unfolds: bright, ethereal images for the top notes, rich mid-tones for the heart, deep warm imagery for the base. The stills followed the same logic across print, in-store displays and digital. Tarik Malak and Timothy Douglas directed, as a duo. SWELL's in-house production team, today Max HP Productions, managed the pipeline from concept through delivery.

For MCM's first-ever fragrance, launched with Inter Parfums, SWELL ran the full campaign: a commercial called "Travel Beyond", social assets, e-commerce photography, in-store activations and creator partnerships. The commercial was built on virtual production in Unreal Engine and shot in Brooklyn. The fragrance sold out within 24 hours of launch.

Anna Sui's campaign was 2D animation: fragrance bottles surrounded by swirling botanicals and flowing liquid forms, built as seamless loops for social feeds, with longer sequences for digital advertising and stills for e-commerce and print.

For Dunhill's Driven Black fragrance, SWELL made a broadcast spot and key visuals, with production executed by SWELL's in-house production team, today Max HP Productions.

Skincare and beauty

SWELL began working with Drunk Elephant when it was an indie skincare startup and became its primary hero content production partner. The work was a library of repeatable formats: ingredient spotlights, texture close-ups, application tutorials and "smoothie" mixing moments that showed the brand's color-coded products. Hero assets were shot in batched sessions, then cut into dozens of versions for Instagram feed, Stories, Reels and TikTok. SWELL handled creative direction, video production, post-production and delivery.

SWELL's client list in the category also includes Jo Malone London, Matrix and Kérastase.

AI, at whatever level a job needs

AI now sits inside SWELL's beauty and fragrance work at whatever level a job needs — from just augmented to fully generated, brief by brief. It runs through sister company S77.AI, directed by the same senior creative team either way. AI-generated video is part of what SWELL can make for beauty and fragrance brands now.

Questions

Can SWELL make AI-generated video ads for beauty and fragrance brands?

Yes, with sister AI company S77.AI, at whatever level the brief needs — generated from start to finish or built from a shoot.

Can one production cover the film, the stills and the social content?

Yes. A single production session can be structured to yield broadcast spots, vertical and square social cuts, stills and platform-specific versions.

Does SWELL help beauty brands show up in AI search?

That is S77.AI's work. It handles GEO and AEO for fashion, beauty and luxury brands.