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 embodies freedom, audacity, and authenticity—values that align perfectly with Amy's work and the public personas of Bruna, Zoe, and Lila. My approach was simple: draw inspiration from these key figures while creating campaigns that gave each artist room for self-expression, with our team capturing the dynamics of the 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 while maintaining an elevated brand consistency. I was able to push the brand with creative product shots, while maintaining their visual standards with simple yet luxe art direction.

These campaigns were so successful they generated over $6m in subsequent revenue.

TVC, CTV, Social, OOH, Stills