WHEN DAISY BLOOMED IN SYDNEY

Client: Marc Jacobs

Marc Jacobs brought Daisy to Sydney with a global campaign designed to celebrate the fragrance’s playful, optimistic world, and we were tasked with making that world feel unmistakably real but magical.

To localise the global rollout while preserving Daisy’s signature whimsy, we created Daisy World: a fully realised, CGI-led environment where oversized daisies, soft colour palettes, and dreamlike textures transformed familiar Sydney locations into something joyful and surreal.

We let the city step into Daisy’s universe. An iconic Sydney backdrop was reimagined through a Daisy lens, playful yet polished, fantastical yet grounded, allowing the fragrance’s personality to lead.

The campaign was designed to feel immersive and transportive. Light, movement, and scale worked together to create moments that felt magical. The question wasn’t is this real?, it was what does this world feel like?

Executed as part of a global campaign, the Sydney activation translated Daisy’s universal language of joy and femininity into a local context, reinforcing the fragrance’s ability to feel both timeless and culturally current.

From concept adaptation through production and CGI, the entire execution was delivered in-house by Day Five.