Droga5 crafts visual palindrome for Rihanna

Here’s an interesting experiment from Droga5 for Rihanna’s Reb’l Fleur fragrance. The clip has been designed to be played forwards and backwards—with the video and audio tracks working fairly seamlessly in both directions—to pay off the scent’s promise of revealing both the pop star’s rebellious and flowery sides. It’s gimmicky, for sure, but still way more creative than the usual pop-star fragrance ads, which usually involve the celebrity in question being mesmerized by floating balls.