L’Oréal Paris
Matte Max Lipstick
{Product Launch campaign}
CREATIVE DIRECTION
ART DIRECTION
FILM DIRECTION
PHOTOGRAPHY
The L’Oréal Paris Matte Max campaign was shaped through unified creative, art, and film direction, alongside photography. Each execution merged a defined visual world with the collaborating artist’s universe, resulting in expressive concepts grounded in their individual practice. The campaign reframed makeup as a vehicle for narrative rather than a standalone product.
Claire Laffut, a Belgian singer and multidisciplinary artist, blends music, emotion, and visual expression. For this L’Oréal Paris Matte Max collaboration, a raw, expressive energy was introduced through painted strokes created directly on set. The concept was developed collaboratively, allowing her artistic universe to merge with the campaign’s bold tone, resulting in images that feel dynamic, expressive, and deeply aligned with her creative identity.
Moon Kyu Lee, known as Mooncube, is a Korean illustrator based in Paris, recognized for her soft characters and minimal visual language. For this L’Oréal Paris project, her restrained aesthetic was placed in dialogue with the campaign’s bold lip concept. Abstract strokes drawn using the lipstick itself created a subtle fusion between makeup and Mooncube’s graphic universe, maintaining clarity and focus on the product.
Credits
Ad Agency: Ykone Agency
Studio: Le Petit Oiseau
Talents: Claire Laffut, Moon Kyu Lee