Coming on the heels of their recent movie premiere, boy band One Direction launched a new fragrance on Wednesday and we've got the behind-the-scenes footage of how the group managed to have plenty of fun creating the scent, called Our Moment.
In a film titled Journey Of The Fragrance, Harry, Liam, Louis, Niall and Zayn discuss the process of choosing the right scent and clown around while spoofing "serious" high-end perfume ads.
The journey also traces the design of the bottle, through the product launch in London and the making of the commercial. "This is a complicated piece of art, a lot of love went into this," One Direction's Liam Payne says.
The band first unveiled their highly anticipated fragrance to the world in London last June, and have since confirmed $100 million retail pre-orders.