Grammy-nominated trumpeter Ibrahim Maalouf debuts his music video inspired by Amaffi’s Savanna women’s fragrance
A collaboration that marks an unprecedented convergence of scent and sound, French-Lebanese Maalouf is partnering luxury fragrance house Amaffi to celebrate the artistry of both mediums.
For his inaugural music video, Maalouf channels the essence of Amaffi’s Pyramids Collection, focusing on the Savanna fragrance, known for its floral notes of jasmine, neroli, and mimosa—a tribute to the vast and untamed savannas.
Set against the breathtaking backdrop of Al-Ula, Saudi Arabia, the video doubles as a commercial for Amaffi. Shot by Amaffi’s Hollywood team, the visual narrative follows Maalouf as he plays his composition, True Story, now the official soundtrack for the fragrance.
“The creative director, [Paris Libby] and I wanted to create a story that felt like a short film rather than a typical advertisement,” says Eric Michael Roy, co-creative director at Swimming Horse Creative. “Our goal is for this film to provide the audience with a connection to the essence of Amaffi.”
Indeed, the synergy between Maalouf’s soulful trumpet and Savanna’s floral symphony creates an immersive, sensory experience.
Reflecting on his inspiration, Maalouf shares, “The desert winds whispered melodies to me, and Savanna’s fragrance notes danced in harmony. It felt like love at ‘first scent.’” His words echo Amaffi’s ethos, where each fragrance becomes a love letter to the senses.
Priced at S$8,300, the olfactory portrait expresses beauty, tenderness, and power in a single whiff, while telling “a story of a love that exists, but a love that’s yet to be found,” says Roy.
