By Chiara Salvadé. Cover image by Giovanna Gorassini.
In the world of fragrance, scent isn’t the only thing that captivates the senses; the visual storytelling that surrounds it plays a crucial role in bringing a fragrance to life. Through carefully crafted imagery, films, and visuals, the essence of a scent can be translated into a compelling narrative that evokes emotion, mystery, and connection. The art of visual storytelling enables us to experience the intangible, providing a deeper understanding of a fragrance’s identity, its inspiration, and the feelings it aims to evoke. This is particularly significant for niche perfumes, where the story behind each scent is as unique and intricate as the scent itself.
Giovanna Gorassini, a director and self-taught photographer, is one of the creatives at the forefront of this powerful form of visual expression. In her latest project, she brings to life Oracle, a niche perfume by Extra Virgo, using film to capture the essence of the scent through a Mediterranean-inspired visual narrative. Her ability to transform the intangible elements of a fragrance into a tangible, cinematic experience is a testament to the deep connection between visual storytelling and the world of luxury fragrances.
Gorassini grew up between Puglia, Italy, and Paris in a family with artistic roots—her mother was an antique dealer, and her father was a director of photography before becoming a journalist. Influenced by classic Italian and French cinema, art, and aesthetic harmony, she discovered her passion for visual storytelling. After studying outside the arts and briefly working as a model, she pursued photography as a self-taught artist and later transitioned to directing short films, appreciating the collaborative process.
Her latest project is specifically connected to the world of niche perfume and was created to tell the story of Oracle, the new fragrance by Extra Virgo, a niche perfume brand by Alex Herbert Postiglione, Prince Ne Myn Gy (Lord of the Sun) of Limbin, a member of the Burmese royal family. He commented on the collaboration, saying, “Giovanna has always been my muse, a symbol of timeless style and elegance. I deeply admire her work and her romantic vision. Thanks to our friend Kristina Bazan (@kristinabazan), whom I sincerely thank for creating this connection, I found a team that perfectly embodies not only the essence of Oracle but also the identity of our brand and the message we wish to share: strength, elegance, and communion with the natural elements, our bodies, and the magic that ties us to this earth. This style merges sophistication with a wild and rebellious spirit. I wanted to recreate that same enchantment but with a wholly Mediterranean soul. I envisioned an ancient, archaic experience, crafted from simple yet sacred ingredients, transported to a deserted island by a Phoenician felucca as offerings to a pagan temple: a cornucopia of citrus fruits—lemon, grapefruit, orange, and mandarin—combined with incense resins from the rare Royal Green Ojari of Oman, Italian cypress, juniper berries, rosemary leaves, and Tuscan sage”.
The Art of Visual Storytelling with Niche Perfume: Giovanna Gorassini unveils her magic eye
How do you craft the story of a fragrance through a video experience?
To effectively represent a fragrance through images and sounds, it is essential to take the viewer on a journey of sensations. Before diving into the creative process, it’s crucial to understand the identity of both the brand and the fragrance. In this instance, the images came to me right away because I felt deeply connected to the brand on multiple levels.
What is the connection between your personal style and the mission of Extra Virgo?
Alex and I share a vision of a dreamy, sensual, mysterious, and elegant world. It was exciting to create a film for such a unique and luxurious niche brand. The fragrances I discovered in Florence are rare and precious, and the bottles and accessories are meticulously designed. I deeply admire Alex for his passion and perfectionism. I love surrounding myself with people like him who pour their knowledge and heart into creativity. His universe is secret and magical, perfectly aligned with the brand’s image.
Alex has trusted me and followed my aesthetic identity for years. He immediately loved the idea of shooting a timeless black-and-white film in Apulia, where my family has a home. This film feels intimate because I worked freely with a team I consider an artistic family, immersed in the landscapes of my childhood.
What role does music play in this type of production?
Music is as important as images in creating a sensory film; images and sounds are inseparable in touching the sensitivity of our souls. I was familiar with “Heavy Soul Studio”, but I had never worked with them before. Francesco Frilli managed to subtly enhance the images without overwhelming them, thereby strengthening their symbolic value. He collaborated with the artists Indra and Kristina Bazan to achieve extraordinary results.
How does your connection to nature influence your creative process?
I find deep inspiration in solitude, where silence becomes my canvas. In these quiet moments, I reconnect with nature, drawing balance and poetic clarity. There’s something sacred about being alone among the rocks, which ground me in stability and resilience, while the sea speaks to me with its raw, chaotic beauty. Nature’s rhythms are the perfect antidote to the noise of modern life, offering me a space to immerse myself fully in the present and ignite my creativity in ways that words cannot express.
How did the protagonist, Kristina Bazan, embody the femininity you envisioned?
Kristina has the aura of a goddess and a deep appreciation for nature, making her perfect for this role, which is both powerful and ethereal. She appears as a magical, protective, and radiant gem against a raw, mineral background. Her delicate and slow movements emphasise the contemplative style of the film. This interpretation seems to come to her instinctively.
How important is the concept of video storytelling for a brand of niche perfume?
We wanted to tell a story rather than just compile a series of beautiful images. The world of fragrance allows the imagination to flourish, as a scent should be as meaningful as it is enjoyable to wear. Each viewer brings their own interpretation to the story, just as they do with their chosen fragrance.
What are your upcoming projects?
For several years, I’ve been working with a French production company on my most personal project: a feature film intended for cinema. This movie will be set in Italy and, I hope, will convey a message of love and hope. At the same time, I continue to focus primarily on short musical films.
What key advice would you give to aspiring directors looking to follow your career path?
My advice is to listen to your inner child and trust your intuition. Don’t be afraid of failure, and give yourself the opportunity to turn your dreams and ideas into reality. It’s fine to move slowly and have doubts; what matters is that you never stop and keep faith in your inner fire. Surround yourself with a supportive, creative family because success isn’t just a solitary journey but a collaborative effort. Collective intelligence can take you a long way.
