Sofija Ivanović
art director
The work is organized in chapters, each reflecting a different way my thinking translates into practice, shaping both my point of view and capabilities as an art director.
CHAPTER 01
POINT OF VIEW
Project driven by personal observation, cultural insight, and an intuitive response to gaps in the market.
Belle De Jour
Belle de Jour was reimagined as a return of an existing product through a radically different cultural lens — one rooted in female gaze, internet aesthetics, and everyday rituals rather than traditional alcohol branding.
PUBLIC CUT
IDEA
The idea was to position Belle not as a conventional product, but as a main-character persona — a brand that behaves like a person rather than a system. Belle exists in the same emotional space as lipstick, perfume, or a late-night message: personal, mood-driven, and immediately relatable.
EXECUTION
Belle operates through attitude rather than rigid rules. Visual expression shifts freely across references and aesthetics, held together by tone, humor, and cultural recognition rather than strict consistency.
Conceived as a digital persona, Belle is designed to exist and evolve primarily through social platforms — where mood, relatability, and immediacy matter more than polish.
AI was used as a creative tool to enable rapid world-building and scalable storytelling — allowing the brand to live across multiple moods and scenarios while remaining emotionally coherent.
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DIRECTOR CUT
The decision to position Belle as bold, kitsch, and digitally expressive was intentional rather than stylistic instinct. Internet aesthetics — including nostalgia, early-digital references, and unfiltered visual language — were used as a framework for emotional recognition. Kitsch functions here as a strategic device: exaggerated, self-aware, culturally fluent and ironic.
The brand embraces contradiction and messiness, reflecting lived female experience while simultaneously offering an escapist fantasy that shines. Visual looseness and tonal shifts mirror how identity is performed online — through mood, humor, and fragments rather than fixed narratives. Belle moves between intimacy and excess, grounding itself in relatability while allowing space for glamour, play, and projection.
What I’d Push Further
Belle de Jour naturally extends beyond the bottle into shared, female-led experiences — such as all-women pajama party lounges and intimate pop-ups designed for unwinding rather than nightlife.
Through collaborations with jewelry designers, fashion labels, and artists, the same persona could expand its cultural influence — allowing Belle to exist as a collectible, wearable, and experiential presence.
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SYSTEMS
CHAPTER 02
Projects in this chapter focus on branding as a system, translating identity into structured, adaptable frameworks across multiple applications.
Tesla
Belle de Jour was reimagined as a return of an existing product through a radically different cultural lens — one rooted in female gaze, internet aesthetics, and everyday rituals rather than traditional alcohol branding.
PUBLIC CUT
IDEA
The idea was to position Belle not as a conventional product, but as a main-character persona — a brand that behaves like a person rather than a system. Belle exists in the same emotional space as lipstick, perfume, or a late-night message: personal, mood-driven, and immediately relatable.
EXECUTION
Belle operates through attitude rather than rigid rules. Visual expression shifts freely across references and aesthetics, held together by tone, humor, and cultural recognition rather than strict consistency.
Conceived as a digital persona, Belle is designed to exist and evolve primarily through social platforms — where mood, relatability, and immediacy matter more than polish.
AI was used as a creative tool to enable rapid world-building and scalable storytelling — allowing the brand to live across multiple moods and scenarios while remaining emotionally coherent.
DIRECTOR CUT
The decision to position Belle as bold, kitsch, and digitally expressive was intentional rather than stylistic instinct. Internet aesthetics — including nostalgia, early-digital references, and unfiltered visual language — were used as a framework for emotional recognition. Kitsch functions here as a strategic device: exaggerated, self-aware, culturally fluent and ironic.
The brand embraces contradiction and messiness, reflecting lived female experience while simultaneously offering an escapist fantasy that shines. Visual looseness and tonal shifts mirror how identity is performed online — through mood, humor, and fragments rather than fixed narratives. Belle moves between intimacy and excess, grounding itself in relatability while allowing space for glamour, play, and projection.
What I’d Push Further
Belle de Jour naturally extends beyond the bottle into shared, female-led experiences — such as all-women pajama party lounges and intimate pop-ups designed for unwinding rather than nightlife.
Through collaborations with jewelry designers, fashion labels, and artists, the same persona could expand its cultural influence — allowing Belle to exist as a collectible, wearable, and experiential presence.
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