The Primary Haus

For The Primary Haus, an emerging sartorial atelier shaping Southeast Asia’s modern tailoring landscape, I directed a complete creative campaign for their debut fragrance line. Rather than presenting a bottle, I conceived and executed La Grande Bellezza — a micro-film inspired by Paolo Sorrentino, telling the quiet story of a man who rediscovers beauty simply by existing. From narrative development to direction, performance, and final edit, I oversaw the entire campaign, transforming the launch into a cinematic meditation on elegance and the art of living.