When St Germain set out to relaunch its iconic elderflower liqueur to a new generation, it wanted to break every rule in the book. Peep Show was a provocative one-night event designed to delight the senses and challenge expectations. Inspired by vintage Parisian voyeurism and infused with modern tech, the experience invited guests to peek behind velvet curtains, revealing motion-activated films, bursts of scent, interactive projections, and theatrical moments of wonder.

To ensure the work celebrated sensuality without slipping into cliché, the entire production was helmed by an all-female leads: actor, director, producer, and creative director. This intentional choice brought taste, style, and a respectful authenticity that only the female eye can truly capture.

The campaign unfolded across physical space, digital touch points, and earned media by blending immersive storytelling with a fresh, stylish edge. Guests didn’t just sip the brand; they stepped inside it.