They say blood, sweat and tears go into every accomplishment. Now a new project from Mirum Helsinki distills one of those excretions into a fragrance—the scent of creativity.
“Creative Essence” is an actual perfume created by Finnish atelier de parfum Kseki. It combines juniper berries, sea salt and musk with—yes—the actual sweat of agency employees, collected with the use of exercise bikes and an infrared sauna, as well as yoga, a meal of spicy chicken wings and a “mental think tank,” where creatives put in brain work, aided by wool hats and hot lights.
Of course, no perfume is complete without a self-important short film filled with frolicking models, and Mirum delivers. A video directed by Iiris Heikka and produced by Koski Syväri takes itself just seriously enough, with plenty of closeups of naked people running through the woods, fire, wood, water and—of course—sweaty bodies.
The initiative is part of a recruitment campaign, so prospective employees can upload their portfolio for a chance to receive a sample of Creative Essence, which comes with an invitation to visit the shop in Helsinki to smell it in person. A behind-the-scenes video also shows the creatives in action, hard at work producing both sweat and ideas.