AXE Fragrances: Phoenix

AXE premieres a series of animated digital vignettes starring award-winning artist, Lil Baby. Featuring three episodes in total, each piece takes fans on a fragrance-led journey through some of the rapper’s most distinct memories associated with iconic AXE scents. Drawing inspiration from some of Lil Baby’s favourite childhood animated series, as well as Japanese anime, each story is depicted through vibrant animation that feels straight out of a comic book. Smell is said to be the strongest sense associated with memory and recollection, and has the ability to trigger vivid autobiographical memories. Here, we see this coming to life with each episode opening with Lil Baby sharing thoughts on the Apollo, Cool Ocean and Phoenix AXE fragrances, leading to him reminiscing on unique memories associated with each scent. Lil Baby takes fans on a scent-inspired journey through some of his most personal memories, showcasing the rapper like never before - touching on his first performance, his ambitious mindset at an early age, and his transition from budding rap artist to mogul. Intertwined throughout most of Lil Baby’s stories is the power of fragrance and the impact it has on his superstar persona and self confidence.