L’Oréal Paris
Matte Max Lipstick
{Commercial campaign}
CREATIVE DIRECTION
ART DIRECTION
FILM DIRECTION
PHOTOGRAPHY
Year
2017
Agency
Ykone Paris
Impact
For this L’Oréal Paris Matte Max campaign, I led the creative direction, art direction, film direction, and photography. Each piece was built as a fusion between my visual world and the personal universe of the collaborating artist. Together, we shaped concepts that felt alive, expressive, and rooted in their own creative practice, turning makeup into a medium for storytelling rather than simple product placement.
L’Oréal x Claire Laffut
Claire Laffut is a Belgian singer and multidisciplinary artist whose universe blends music, emotion, and visual expression. For this L’Oréal Paris project, our idea was to bring a raw, expressive energy to the Matte Max lip colors by creating painted strokes directly on set. We built the concept together, shaping a collaborative atmosphere where Claire’s artistic side could merge with the campaign mood, resulting in images that feel bold, dynamic, and deeply connected to her creative presence.
L’Oréal x Moon Kyu
Moon Kyu Lee, known as Mooncube, is a Korean illustrator and artist based in Paris, recognized for her soft characters, minimal lines, and calm visual universe. For this L’Oréal Paris project, we explored how her style could interact with the campaign’s bold lip concept. Together, we developed a simple approach where the she drew abstract strokes using the lipstick itself onto my photos, creating a quiet fusion between makeup and Mooncube’s graphic world while keeping the focus on the product.
CONCEPTION
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BUSINESS IMPACT