Yves Saint Laurent

YSL Beauty - Waterstain Lipstick

{Commercial campaign}

ART DIRECTION
FILM DIRECTION
PHOTOGRAPHY

Year
2019

Production Company
HK Corp

Awards
Gold Prize at the ‘Grand Prix Stratégies of Luxury Awards’ in Paris, France 2019

I directed a series of films for YSL Beauty’s award-winning Waterstain campaign at Coachella, building the creative concept and visual world that guided the project. I led the artistic direction from early moodboards through lighting, set direction, and post-production to create a unified luxury narrative. The larger campaign demanded a bold, cohesive approach to a high volume of influencer and celebrity films released across social platforms.

ARTISTIC EXECUTION

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.

CREATIVE DEVELOPMENT

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.