Pura and SixTwentySix Collaborate to Create a Sensory Journey with ‘Transform Your Space’

Directed by Nolan Goff, the enchanting spots showcase how Pura’s cutting-edge technology transforms everyday spaces into sensory wonderlands

Pura, the innovator in smart fragrance technology, has teamed up with SixTwentySix to unveil its first-ever brand campaign: “Transform Your Space with Scent.” Directed by Nolan Goff, the campaign redefines the home fragrance experience by highlighting how Pura’s technology can design beautiful scent spaces that are customizable, for a completely unique scentscape.

Today, a Pura fragrance is sold every 3.7 seconds, making Pura one of the fastest-growing brands in the space. It highlights the significant impact that scent can have on a space–it can take you to other places, remind you of loved ones, or inspire you to do something new. This campaign aims to visually capture the emotions around scent and what it can do for you, your mood and your environment.

The global home fragrance market, valued at $23.93 billion in 2023, is projected to expand to $38.41 billion by 2032. North America owns a significant chunk of the market, holding a whopping 35.48% share of the market in 2023, highlighting the growing demand for sophisticated fragrance solutions. The surge in demand is driven by increased consumer interest in home personalization and wellness, positioning Pura as a trailblazer in this burgeoning market.

The campaign’s theme, “Transform Your Space with Scent,” is brought to vivid life through a whimsical blend of live-action and visual effects. More than just a smartdevice, Pura’s home diffuser becomes a canvas for creativity, transporting viewers into immersive and dynamic environments.

Director Nolan Goff, shared his creative vision for the ads explaining: “As we developed the creative, it became clear that Pura’s full personality hadn’t been fully revealed. We asked ourselves, ‘Why should fragrances have all the fun?’ Our answer was to move beyond treating Pura as a mere device. Instead, we showcased its wide-ranging personality, placing a character at the heart of our story who curates her own reality. This allowed us to transport viewers to incredible settings and evoke a range of feelings.”

With a seamless blend of live-action and visual effects, the campaign aimed to vividly capture the essence of scent, making the sensory experience tangible and captivating for viewers. Sebastian Fritze’s score enhances the narrative, evolving like an orchestra tuning and building to a crescendo, mirroring the immersive journey of scent transformation. In implementing advanced VFX techniques, the objective was to create a vivid representation of scent making the sensory experience palpable and engaging for audiences.

Bruno Lima, CEO and co-founder of Pura, explains, “Our collaboration with SixTwentySix on this campaign has been instrumental in capturing the transformative nature of our products. The campaign presents our technology in a way that will deeply resonate with audiences, highlighting Pura’s unique ability to design, elevate and personalize spaces through the power of fragrance.”

Goff emphasizes, “This campaign represents the pinnacle of modern creative techniques. By integrating live-action with visual effects, we’ve crafted a narrative that makes Pura’s scent experience both tangible and extraordinary. It’s about showing that while Pura is a remarkable piece of technology, it’s the creativity and personal touch that truly bring it to life.”

The campaign will reach audiences nationwide across CTV, social media, and programmatic display through mid-December, with extended visibility into and throughout 2025.

Pura’s approach to scent, as illustrated in this campaign, is a testament to the brand’s dedication to pushing boundaries and offering a truly personalized fragrance experience. As Goff notes, “It’s about crafting an experience that takes audiences somewhere unexpected yet relatable, showcasing Pura’s potential to transform any space with creativity and innovation.”

Creative Credits

Client: Pura
Bruno Lima: CEO/Co-Founder
Luke Jackson: Head of Brand
TJ Derrick: Director of Creative
Hunter Hansen: Sr Acquisition Marketing Manager

Creative Studio & Production Company: SixTwentySix
Director: Nolan Goff
EP / Partner: Austin Barbera
EP / Head of Production: Jonny Edwards
Production Manager: Amber Bolden
Production Exc. Asst.: Gabby Font
Sr. Post Producer: Joaquin Villalobos
Post Producer / VFX Producer: Ashlyn Des Roches
Asst. Editor / Post Coordinator: Brian Welch
Producer: Sabrina Keyz
Prod. Manager: Fia Oruene
Prod. Coordinator: Emma Frances Soviero
1st AD: Jesse Hays
2nd AD: Christina 'Mitchy' Mitchell
DP: Casey Stolberg
1st AC: Darrell Nash
2nd AC: Kalen 'Wolf' Jackson
BTS: Jack Delulio
Gaffer: Jihan 'Jay' Casquejo
BBE: Peter Murphy
Electric: Victor Arenal
Board Op: Ben Bowen
Electric: Diego Castellanos
Key Grip: Charles Tae
BBG: Garrett Dorin
Grip: Alexandre Nunez
Grip: Maxwell Allen
Grip: Daniel 'Dangle' Kusenda
Grip PA: Alex 'AT' Toval
Prod. Designer: Jade Harris
Set Dresser: Kelly Wilcox
Set Dresser: Nathaniel Boggess
Set Dresser: Bryan Harris
Art PA: Lindsey Barrow
HMU: Laura Bueno
Stylist: Chanel Gibbons
VTR: AD2 Inc.
Audio Mixer: Bobby Vonghom
Location Scout: Faith Hudson
PA - Truck: Alex 'AT' Toval
PA - Set: David Arzac
PA - Set: Rolando Rodas
Storyboard Artist: Jonathan B Perez
Casting: Laurie Records Casting
Camera Rentals: Eastside Camera
Editor: Scott Hanson
Colorist: Jacob McKee
GFX: NA
VFX: Nikita Kluchnikov, Shane Silver
VFX: Miklas Hoffman, Valero Hryuschuk
Sound Designer: Sebastian Fritze
Original Score: Sebastian Fritze