YVES SAINT-LAURENT / FRAGRANCEEVERYTHING STARTS WITH A WHY
Driven by ambition and self-expression.
For the global launch of Y by Yves Saint Laurent, we helped shape a unifying campaign idea celebrating a new generation of creators defining success on their own terms.
PLATFORM / 01
While the campaign film featured emerging talents from music, art and science, the brand lacked a clear conceptual anchor.
We introduced the line “Everything starts with a Y” — transforming the fragrance name into a statement about beginnings, purpose and personal drive.
SOCIAL CAMPAIGN / 02
Building on the global hero film, we developed a full social rollout including cut-downs, editorial formats and platform-specific content designed to extend the campaign narrative across digital touchpoints.
Art direction and campaign development while at BETC Paris.