In 2025, Matt led the 360 Brand Creative Expression and Product Design for Avons bold new fragrance brand, Perfect Nonsense. Leading the conception of the big idea of personifying the ‘scents that make no sense’ through disruptive and stylised characters. Directing a tight collaboration between the in-house art direction, design teams and external partner agency IPG. We created a disruptive brand shift for Avon that delivered impact across all touch points from packaging, digital and most importantly ignited a buzz that influenced on trend social activations (see below) across Avon’s key global markets (EU, EEU, APAC, LATAM, SA).

CREDITS: Art direction Dionne Helene, graphics & paclaging, Avon In-house & Free The Birds.