THE CHALLENGE
Since YSL Beauty's inception, the brand has had a loyal and dedicated following. But in order to continue to grow, they realized the need to broaden their appeal to attract a new, younger audience.

My challenge was to highlight both the new (Bruna Marquezine) and existing celebrity ambassadors (Zoe Kravitz, Lila Moss), collaborate with long-time partner, photographer Amy Troost, and infuse a youthful edge to the campaigns while still maintaining the brand’s values and voice.

THE SOLUTION
YSL’s brand voice speaks of freedom, audacity, and empowering people to be who they truly are, and after the due research I felt that aligns not only with Amy’s work, but also Bruna, Zoe, and Lila’s public personas. I only needed to take inspiration from those key players and develop these campaigns with the mindset of allowing each artist the space to express themselves while we facilitate capturing the vibe and collaboration. Part of what makes me a great creative director is knowing when to step in and when to step back.

With three unique campaigns shooting at the same time, I developed different camera moves, transitions, and post effects to make each campaign different and unique while maintaining an elevated brand consistency. This let the Muses and products take center stage while still feeling fresh and new. I was able to push the brand with creative product shots, while maintaining their visual standards with simple yet luxe art direction.

TVC, CTV, Social, OOH, Stills