Behind the striking visuals that have accompanied the launch of Maison Yusif’s latest fragrance, The Beast, is Ghanaian digital creator Fred Selorm Ntumy-Gibson, whose cinematic approach to content creation is helping bring the luxury scent’s bold identity to life.
Maison Yusif recently unveiled The Beast, a new unisex fragrance designed to represent confidence, ambition and African craftsmanship. The fragrance was launched at the Pelican Hotel in Accra on July 25, drawing fashion enthusiasts, entrepreneurs, fragrance lovers and industry stakeholders. The launch forms part of the Ghanaian luxury fragrance house’s broader ambition to position African-made perfumes on the global stage.
While the fragrance itself has generated interest for its powerful character and premium composition, the eye-catching cinematic advertisement created by Ntumy-Gibson has also become a major talking point, capturing the attention of audiences across digital platforms.
The campaign presents The Beast as more than a fragrance. Through dramatic imagery, carefully constructed scenes and a strong visual atmosphere, the advert reflects the confidence, dominance and quiet power that define the scent’s identity.
Ntumy-Gibson creates much of Maison Yusif Fragrance’s digital content, contributing to the visual storytelling that connects the brand’s products with modern audiences. His work spans photography, cinematography, graphic design, web design, branding, content curation and AI-powered creative production.
His multidisciplinary approach has enabled him to translate Maison Yusif’s luxury vision into compelling digital experiences, helping the Ghanaian fragrance house build a distinctive presence in an increasingly competitive global market.
Bringing ‘The Beast’ to Life
The creative direction behind the campaign aligns closely with the fragrance’s personality.
According to Maison Yusif founder and Chief Executive Officer Yusif Meizongo Jnr, the name The Beast emerged from the desire to create a dominant fragrance with a bold personality. Although it is designed as a unisex scent, the fragrance leans toward a masculine profile and is intended for individuals who command attention through confidence rather than loud expression.
Ntumy-Gibson’s cinematic advert interprets that idea visually, using powerful storytelling to create an image of strength, mystery and presence. Rather than relying solely on conventional product advertising, the campaign builds a world around the fragrance, allowing viewers to experience the character of The Beast before encountering its scent.
The result is a visual identity that complements Maison Yusif’s positioning as a premium African fragrance house rooted in craftsmanship, culture and innovation.
Fred Selorm Ntumy-Gibson (right) and CEO of Maison Yusif Fragrances, Yusif Maiszongo Jnr (left) at the launch of THE BEAST in Accra.
A Creative Force in Ghana’s Digital Space
Through his visual media studios, Creativefred Inc and Syncbox Media, Ntumy-Gibson works with companies and small and medium-sized enterprises to develop visual identities and strengthen their digital presence. His creative work has also extended beyond Ghana to clients and collaborators in the United States, the United Kingdom and Europe.
His collaboration with Maison Yusif demonstrates the growing importance of digital creators in shaping how African brands communicate with audiences.
As consumer engagement increasingly shifts toward social media and digital platforms, visual storytelling has become a critical part of brand development. For luxury products in particular, strong creative content can help communicate identity, aspiration and value in ways that traditional advertising may not always achieve.
In the case of The Beast, Ntumy-Gibson’s cinematic work has helped turn the fragrance launch into a broader visual experience—one that reflects both the product’s bold personality and Maison Yusif’s ambition to redefine African luxury.
