Heretic Parfum — A Long-Term Creative System

My relationship with Heretic Parfum spans years, not campaigns. It began with a documentary about founder Douglas Little and evolved into an ongoing creative partnership focused on building a brand through consistency, experimentation, and restraint. Like many of the brands I work with, this was never about one-off content. It was about growing something over time. From the start, the goal was to push what fragrance could look and feel like on social without breaking the spell. Working closely with the brand, each piece was designed to live inside a clearly defined Heretic universe while still allowing individual fragrances to develop their own identities. Some films are seductive. Others are comedic, sardonic, dark, or even surreal. All of them unmistakably feel like Heretic.

Rather than treating each release as a standalone moment, the work functions as a system. Every shoot is designed to produce multiple pieces, allowing campaigns to unfold over time instead of peaking once and disappearing. This approach keeps the brand visually fresh, tonally unpredictable, and culturally present without losing cohesion. Volume is a feature, not a byproduct. High production does not mean precious output. Each shoot captures enough material to support sustained daily releases, giving the brand the ability to show up consistently while evolving its voice. That consistency helped support Heretic’s growth from a bespoke operation out of a West Village apartment into a multi-million-dollar fragrance company.

This body of work is not about any single film. It is about world-building at scale.