SERUM VITAMINS

Beauty product campaign for YSL

This project was part of my Creative Direction class. The assigned brand was Saint Laurent, and I was tasked with creating a beauty product and campaign. After thoroughly researching the brand's DNA, I decided to develop a skincare product with unique packaging to capture attention. I chose an albino male model to be the face of the campaign, and created a video showcasing the model arriving at a party. Feeling a bit dehydrated, he steps into the bathroom to freshen up, where he discovers a product that helps him feel hydrated and comfortable in his skin. The video aims to portray that the target market—Gen Z—prioritizes self-care and skincare, even in the midst of partying.

All work by Paulina Chapa.