YSL Beauté Muse Campaign
YSL Beauté Muse Campaign
Client
YSL
Year
2023
Services
- Branding
- Content and Campaign
Industries
- Lifestyle, Beauty and Wellness
- Fashion and Luxury
The Context — YSL Beaute Creative Partnership
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.
The Challenge — Fresh Faces Embody YSL 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.
The Approach — Celebrating Individuality as Inspiration
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.
The Outcome — Multichannel Campaign Integration
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.
Managing Partner
Max Pollack
Managing Director
Jen Kocourek
Group Client Director
Lennon Chuang
Client Manager
Antonia Singer
Creative Director
Tom Lee
Associate Creative Director
Derek Fearon
Art Director
Josie Florance
Lorenza Centi
Client Supervisor
Zoe Weimersheimer
Akua Kwakwa
Graphic Designer
Austin Aubry
Packaging Designer
Nick Dean Smith
Josie Florance
Lorenza Centi
Natalia Barreira