SELA LAB® StudioVisual experiments — Est. 2026

Le Labo
Thé Noir 29

TypeSelf-initiated concept
BrandLe Labo — Thé Noir 29
ScopeCampaign imagery · Product & still life · Film
RoleConcept, art direction, AI image & video
The concept

Thé Noir 29 is built from black tea, fig, bay leaf, cedar, tobacco and hay. Smoked, dark and slow. I wanted a campaign that feels the same way: quiet, tactile and a little withheld.

The story moves between three places. The lab, where the scent is compounded by hand: concrete, raw wood, amber glass and a woman dressed in layered linen and denim, carrying the bottle like a tool. The skin, close and unretouched, freckles and shine, where the scent actually lives. And the ingredients themselves, laid out like specimens.

The bottle is often half-hidden, behind frosted glass, glass blocks or folded paper. A scent you notice before you see it.

  • 01Campaign & editorial imagery
  • 02Product, still life & poster design
  • 03Concept film

A self-initiated concept campaign. Not commissioned by Le Labo.

Campaign imagery

01—02
Model in layered linen and denim standing in a perfume lab, a Thé Noir 29 bottle tied at her waist
Model leaning on a wooden lab table lined with amber bottles
Spread: typewriter dialogue beside a black-and-white skin close-up
Close-up portrait, freckled glowing skin
Black-and-white close-up of neck and shoulder
Thé Noir 29 bottle with fig, bay leaf and roots
Editorial layout with sliced figs and the bottle
Ingredients laid out in a row: black tea, fig, bay leaf, cedar, amber, tobacco, musk
Moodboard of bottle, stone, paper and dried petals
Folded poster of the Thé Noir 29 bottle
Bottle behind frosted glass with the label typeset beside it
Bottle seen through glass blocks
Thé Noir 29 bottle studies