Scents are known to be a second skin and an extension of an individual’s identity. In a recent collaboration with local fashion brand OXGN, photographer and storyteller Geloy Concepcion brings nine fragrances to life through the “What You See Isn’t Everything” creative campaign.
“What You See Isn’t Everything” all began with an unconventional casting process. Concepcion took his search to his Instagram account and invited members of his online community to join the portrait series. Asked why they opted to featureFeatureA guest appearance by another artist on a song, usually credited as featuring or ft. in the title. Features introduce each performer to the other's fans, and they can sparkGo to Feature Glossary ordinary people and not professional models, Concepcion joked, “Boring eh, kung gan’un na naman.” He added that through the online casting call, the team was able to meet various people whose personalities they felt reflected a matching or relatable identity to each scent.
“Siguro, paborito kong nature ng pagtrabaho ko as an artist, laging nag-re-revolve sa humanity. Laging may tao,” Concepcion explained on OXGN’s reel.
OXGN and Concepcion eventually selected nine individuals to represent the nine fragrances in OXGN’s collection: Midnight Apple (Concepcion’s personal favorite), Cedar Nutmeg, Aquatic Mint, Rich Amber, Cashmere Wood, Praline Vanilla, Sweet Jasmine, Birch Bergamot, and Violet Bloom. The scents have a variety of profiles, from fruity and citrusy to fresh and minty, woody and musky, and softer floral and vanilla notes.
The campaign’s launch was also marked with an intimate house party on October 29, attended by Concepcion himself, the OXGN team, and select members of the media. In a nod to the “What You See Isn’t Everything” portraits, where Concepcion captured the nine individuals in his studio, the artist also photographed the guests invited, all while they freely roamed and experienced the fragrances firsthand.
“By bringing Geloy’s photography and storytelling into the campaign, OXGN creates a more human connection between its fragrances and the people who wear them. The result is a collection presented not simply as a lineup of scents, but as an invitation to discover the personality behind each one,” the brand said.
The fragrance collection officially launched on October 28 and is now available exclusively online through the brand’s official site. For those interested in checking the collection personally, a dedicated OXGN popPopShort for popular music, a broad genre built on catchy melodies, clear hooks, and polished production that aims to reach a wide audience. Pop constantly borrows from other styles, andGo to Pop Glossary-up booth is set up at SM North Edsa from October 29 to November 4.
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