For YSL Beauty’s men’s fragrance Y, we helped define the campaign’s conceptual core.
Introducing the line “Everything starts with a why”, we reframed the existing platform and gave narrative clarity to the global idea of ambition and purpose.
The campaign featured emerging creators sharing their personal drive to succeed, brought to life through a cohesive social and digital ecosystem. From strategic storytelling to the development of all key digital assets, the work translated philosophy into a strong contemporary brand expression.