YSL Beauty
The Golden Celebration
Creative Direction
Dubai, UAE
Agency: Mazarine
YSL Beauty's first global Eid campaign marked a milestone for the luxury house, celebrating one of the region's most important cultural moments through a contemporary lens.
Inspired by the warmth and cinematic beauty of desert sunsets, I collaborated with YSL Beauty's global and regional teams to develop the creative direction for a series of capsule films featuring brand ambassadors from the GCC and Southeast Asia.
The challenge was to honour local cultural nuances while remaining unmistakably YSL, balancing authenticity with the brand's iconic visual codes. The result was a refined campaign that connected with regional audiences while maintaining a cohesive global identity.
