ysl beauté
Unmute the scents
Creative Director & Music Concept Lead
For Fragrance Week 2022, I led the creative concept connecting perfumery and music by remixing the original Y Fragrance campaign track (feat. Lenny Kravitz) to mirror the scent’s core notes. Collaborated with master perfumer Dominique Ropion to explore the parallels between composing music and designing fragrance. Final assets included long- and short-form video content distributed across social and press.
push the boundaries
Co-Creative Director, Music Supervisor, Subject
Developed and co-directed the first episode of YSL’s new documentary series with Matte Projects and L’oreal. Crafted a narrative around identity, self-reflection, and creative detours, tailored for a Gen Z and Millennial audience. Deliverables included long-form and short-form content, supported by press and paid media strategy.
web3 nft x pride
Creative Director, Community Strategist, Featured Creator
Led creative direction for YSL’s first NFT launch during Crypto Week, in partnership with P00ls and the French YSL team. Designed a branded token experience rooted in community and music culture, offering private playlists, early access to unreleased content, and curated event access — all built to create connection, not just collectibles.
