Future Society is a fragrance brand born from biotechnology, reviving the scents of extinct flowers through science and imagination. As Art Director, I’ve led creative direction across packaging, photography, and campaign storytelling, shaping a cohesive visual world that blurs the line between nature and innovation.
The Glitch 2026
Holiday 2025
Future Society x K18
Extinct Flower Project
Product Photography
Design
Brand
Future Society
Year
2024-Present
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Art Director - Emma McBride
Dir/DP - Josh Nesmith
Producer - Keegan Hurley
Production Design - Lindsey Fagerstrom
Art Assist - Serai Bogran
Gaffer - Kevin Bianchi
Grip - Edmund Dondero
HMUA - Sarah McGray -
Art Direction - Emma McBride
Photographer - Jussy Gilbert
Production - Rebel Brand Management -
Art Direction - Emma McBride
Photographer - Hayley Fisk -
Art Direction - Emma McBride
Production - Jeremy Somers, NotContent. AI -
Print, Social, In-Store & Digital Design | Emma McBride
THE GLITCH 2026
The Glitch Campaign
A cinematic short-form series created in collaboration with creators who intentionally defy conventional tropes and aesthetics. Working with Hydroxide, Avigail Adams, and LabSkillsAcademy, we developed branded content that embraces disruption, experimentation, and nontraditional beauty through highly stylized, narrative-driven vignettes. The campaign became our all-time best-performing branded content, driving record engagement, views, and conversion across social channels.
HOLIDAY 2025
HERO PHOTOGRAPHY
Art Direction | Emma McBride
Photography | Jussy Gilbert
Production | Rebel Brand Management
Holiday 2025 Campaign
Led creative direction for the Future Society holiday campaign, exploring the idea of wonder through a mix of e-commerce and social content, including elevated product imagery and tactile, ASMR-inspired fragrance moments.
Educational Instagram Content
Highlighting the science and feeling of specific fragrance.
Holiday Landing Page
Led design and creative direction for the Future Society holiday landing page, merchandising fragrance collections by scent category through a clear, intuitive digital experience.
K18 x FUTURE SOCIETY
HERO PHOTOGRAPHY
Art Direction & Prop Styling | Emma McBride
Photography | Anneka Bunnag
Prop Stylist | Katja Greeff
K18 Instagram Carousels
Educational Instagram carousels highlighting the K18 collaboration and bundle, supported by ingredient imagery produced through our AI content pipeline.
K18 Landing Page
Creative direction and design for the K18 x Future Society landing page, bringing together biotech beauty and fragrance through a refined, editorial digital experience.
EXTINCT FLOWER PROJECT
EXTINCT FLOWER PROJECT
Worked with AI studio Notcontent.ai to visualize extinct flowers that no longer exist in the physical world. Led research and creative direction across all assets, including the development of macro ingredient imagery.
Extinct Flower Project
Worked with AI studio Notcontent.ai to visualize extinct flowers that no longer exist in the physical world. Led research and creative direction across all assets, including the development of macro ingredient imagery.
Sample content on right.
PRODUCT PHOTOGRAPHY
