Yves Saint Laurent MyMuse
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.
Role
TVC, CTV, Social, OOH, Stills
Year
01/01/000
THE CHALLENGE
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.
THE SOLUTION
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.
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.
Part of what makes me a great creative director is knowing when to step in and when to step back.
I was able to push the brand with creative product shots, while maintaining their visual standards with simple yet luxe art direction.
VIDEOS
I was able to push the brand with creative product shots, while maintaining their visual standards with simple yet luxe art direction.
SOCIAL
I was able to push the brand with creative product shots, while maintaining their visual standards with simple yet luxe art direction.
