BACKGROUND AND CHALLENGE
Chris Lee's unique temperament matches perfectly with YSL Beauty's strong self-expression attributes, making her the brand's new ambassador. How do we make the product announcement video stand out when this is the first time that YSL Beauty has entrusted a Chinese agency with script writing, shooting, and post-production?

CREATIVE AND PRODUCTION
In order to complement Chris Lee's personal characteristics and YSL Beauty's brand style - the infinite diversity of music and beauty - we partnered with outstanding photographers and emerging directors in the entertainment industry.

In a classic look, Chris Lee wore a YSL suit with fringes parted on one side. Her powerful aura is highlighted by the minimalist atmosphere and eye-catching lipstick.

VIDEO ANNOUNCEMENT: "I am Chris Lee.". You can always count on me to be myself. A straight forward message is presented at the beginning of the video. Her lines are succinct and powerful, showing that she's not afraid to change, nor stick to the rules. Chris Lee explores spontaneous resonance with YSL Beauty while shaping her inner self.

SOCIAL VIDEO: Shot from the first angle, the video showcase 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.
Not stick to the rules
Represent the inclusive beauty

ANNOUNCEMENT KV
ROUGE PUR COUTURE THE SLIM LIPSTICK

SHORTS
Push the boundaries