Yves Saint Laurent
YSL Beauty - Waterstain Lipstick
{Product launch campaign}
ART DIRECTION
FILM DIRECTION
PHOTOGRAPHY
Gold Prize at the ‘Grand Prix Stratégies of Luxury Awards’
For YSL Beauty’s award-winning Waterstain campaign at Coachella, a series of films was directed, defining the creative concept and visual language of the project. Artistic direction extended from initial world-building and mood development through lighting, set design, and post-production, ensuring tonal cohesion at scale. The campaign demanded a strong, consistent framework across numerous influencer and celebrity films distributed across social channels.
Bringing the concept to life meant directing a fast-moving team across styling, lighting, and camera to capture the films’ defined aesthetic. I shaped the on-set approach through framing, performance direction, and lighting design, ensuring every moment aligned with the visual world developed in pre-production.
A selection of the early moodboards, references, and planning materials developed throughout the collaboration with the agency, production team, and YSL Beauty. These working documents show how the creative direction, atmosphere, and practical setup of the Waterstain films took shape over multiple rounds of exploration.
Credits
Production Company: HK Corp
Ad Agency: Parti Pris
Talents: Bonnie Strange, Emma Louise Connolly + 20 more international celebrities influencers