THE WHAT? Jo Malone has announced British actor and producer, Tom Hardy as ambassador for its Cypress & Grapevine Cologne Intense scent. Hardy stars in the campaign film for the fragrance, which was written by his father and directed by James Friend.

THE DETAILS The cinematic result, which features a score by Volker Bertelmann, is centred around London at nightfall and speaks to Tom’s relationship with scent and the powerful role it plays in storytelling, the Lauder-owned brand said in a statement.

THE WHY? Jo Dancey, Senior Vice President/ Global General Manager Jo Malone London, explains, “Tom is undeniably a huge talent. He is intelligent, compassionate, generous and thoughtful. But it was his willingness to be involved beyond being just a face of a campaign that really struck us. This is a true partnership that celebrates both the roots of Jo Malone London and Tom’s hometown. We have come together as creatives to challenge the perception of fragrance advertising, alongside having a real affinity with our shared values of mental health, continuing to spotlight the importance of taking the conversation further. It is a true privilege to have Tom as part of the Jo Malone London family.”