For its most ambitious fragrance yet, Dossier partnered with Machine Gun Kelly to co-create a scent built on boldness, individuality and edge. We were involved from the first strategic exchanges to the final release. Shot in the desert near Los Angeles, the hero campaign was designed as a cinematic journey through MGK's world: a hero film carrying the raw energy of the artist and the fragrance, a photography series moving between intimate portraits and larger-than-life moments, social-first content cut for Instagram, TikTok and paid, and coverage of the launch events and press moments around it. The campaign closed on a major media push, from creator seeding to a billboard reveal in Times Square, cementing the partnership as one of Dossier's boldest moves since its creation.