DIGITAL SCENT

Subversus is a creative studio, artist collective and production house working across culture and commerce. We connect artistic practice and commercial opportunity, enabling work that’s ambitious and culturally sharp.

Founded by filmmakers, artists and cultural producers, Subversus was built from within these worlds. We understand commercial realities, their workflows, expectations and standards, because we work inside them every day.

Subversus acts as the bridge between artists and commercial partners, providing a support structure that protects the artist’s practice, serves the brief, and creates the conditions for shared authorship and collaboration. We make commercial production navigable for artists, and prioritise creative environments over traditional hierarchy. We work with artists who move across film, art, music, performance, fashion, installation, experiential and tech.

As a creative studio and production partner, we work alongside agencies, brands and cultural partners from concept through to delivery. Work is artist-led, brand-initiated, institutionally commissioned, or developed through independent practice and extended into commercial and public contexts.

Based in Sydney and operating globally, Subversus takes on unconventional briefs while honouring artist authorship and the ambitions of our partners.

We’re for agencies and brands seeking artist-led projects with cultural weight, for institutions exploring alternatives to traditional commissioning structures, and for artists whose work demands more room than a single category allows. Subversus is where artists and commercial partners meet on equal terms.

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Subversus acknowledges the Traditional Custodians of the land on which we work, create and collaborate. We pay our respects to Elders past and present, and recognise the ongoing connection of Aboriginal and Torres Strait Islander peoples to land, culture and story. We acknowledge that sovereignty was never ceded and commit to working with care, respect and responsibility on this land.

Tanya Babić
Co-Founder / Executive Producer
tanya@subversus.com

Jason Sukadana
Co-Founder / Creative Director
jason@subversus.com

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SUBVERSUS JESS HERRINGTON

DIGITAL SCENT

Do Not Drink - Vanilla + Sea Salt (collab with Sephora France)

Jess Herrington led the design and research of an AR-based sensory experience for Sephora France, developed in collaboration with Meta, translating perfume into abstract digital forms that evoke scent through colour, shape, texture, and interactivity.

Drawing on neuroscience and psychology - including research into mirror neurons and supernormal stimuli, Herrington crafted Instagram filters that allow audiences to“wear” digital perfume as playful, shareable AR experiences.

Using principles of sensory science, she mapped fragrance ingredients and flavour descriptors to distinct visual characteristics, such as angular forms to suggest bitterness and rounded shapes to evoke sweetness, creating work that is both immersive and emotionally resonant. The project extended the traditional perfume try-on into the digital realm, reimagining how consumers might connect with fragrance in an online context.

Do Not Drink - Matcha + Mandarine (collab with Sephora France)

Do Not Drink - Cassis + Passion (collab with Sephora France)