MATTE has produced four digital and OOH campaigns for YSL Beauté and led the US MUSE platform since 2021, which has put some of the greatest creative forces of our time in front of and behind the camera. On each occasion, MATTE has directed the lenses of the US team’s preferred photographers and directors to create inimitable stills and video with a refined spirit.

With a vast, multi-faceted network, YSL Beauty needed a strategic partner that could identify, engage, and unite its community of artists, audience, talent, and thought leaders. MATTE’s comprehensive “cliques” strategy set the framework for how the brand could understand and mobilize its ecosystem.

As an industry legend, YSL began with a clear aspiration for their position in the culture, casting iconoclasts and cultural disruptors as their chief ambassadors, or Muses. Utilizing the moment’s top talent: Zoe Kravitz, Lil Nas X, Lila Moss, Barbie Ferreira, Troye Sivan, and Indya Moore, YSL cemented the latest chapter in a decades-long legacy of fearless, captivating creative leadership. Likewise, trusting MATTE as their production company reflected our position in the culture as the bold, disruptive industry player in the creative advertising landscape. Our creative direction paired with this new vanguard of artists and creators yielded the fresh energy the brand was after.

Since 2021, MATTE has authored all the installments of YSL Muse campaigns, each iteration building upon the creativity of the last. Each Muse flaunts YSL Beauté glam and wears head-to-toe Saint Laurent. The campaigns, consisting of stills and film deliverables, extended to massive OOH placements across US markets, as well as notable investments in paid media from digital to TVC for our films, each backed by strategic objectives to drive sales and engagement growth for our client.