YSL BEAUTY X CHRIS LEE 2021
YSL BEAUTY X CHRIS LEE
妆驭自由
DRESS THE CHANGE CAMPAIGN
Background and Challenge:
Unveiled as YSL Beauty's new ambassador for makeup and skin care, Chris Lee exudes her strong attitude which fits perfectly with the brand's authentic and distinctive self-expression. In order to present the essence of the brand spirit and the characteristic of spokesperson in a coordinated manner, the headquarter in France also kept pace with the progress of the campaign. Since it was the first time that, the script, production and post-production of the YSL spokesperson for the shooting were all created by the Chinese agency, how can we conceive the concept and image to let the official announcement stand out?
Creativity and Shooting:
We teamed up the outstanding photographers and emerging directors in the entertainment industry to present the integrating point of Chris Lee’s characteristic and brand style -- the unbounded and diverse nature of music and beauty is interlinked.
KV: The fringe parted on one side, Chris Lee put on a classic look in an YSL suit with contour-clean red lips. The minimalist atmosphere setting off the distinctive personality, the eye-catching lipstick highlighted her powerful aura.
OFFICIAL ANNOUNCEMENT VIDEO: “ I am Chris Lee. I am always myself. ” The beginning got straight to the point. Her lines are concise and powerful, illustrating her unafraid to change and not confirming to the norms through her career. While she was forging her inner self, Chris Lee explored the spontaneous resonance with YSL.
SOCIAL VIDEO: Shot from the first angle, two shorts recreates her schedule for the day, presenting the flawless and long-lasting makeup under the care of AIRTHIN UV DEFENDER and the overnight repair of NIGHT REBBOT SERUM. As a music producer and the YSL muse, she is undaunted by the challenges despite the ever-changing scene.
OFFICIAL ANNOUNCEMENT VIDEO attaining 6,800,000 total videos views
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