For the first time, Yves Saint Laurent Beauté advertises the launch of its new mascara line, The Shock, alongside its new perfume Black Opium Floral Shock.
The film ‘Get A Shock’ blends the universe of the fragrance and the universe of the mascara: the perfume bringing a shock of freshness and the mascara, a shock of volumes.
The model Edie Campbell fronts the new film, shot in an Asian city, just like the previous episodes of the Black Opium series. Through a seduction game between Edie and an attractive man, we alternate between the universe of the mascara, dark and gloomy, and the universe of the perfume, bright and summer-like.
The film was directed by Nicolas Davenel, known for his raw aesthetic. Jasmine Loignon, creative director of BETC Luxe, said about this choice: “Nicolas Davenal’s work greatly inspired us. As an up-and-coming director with a few music videos under his belt, he felt like the right balance of youth, risk and edginess we needed to bring this to life. We fell for his Birdy Nam Nam film from a few years back and most recently his Who Wants It film for music duo KCPK. An unusual combo at first glance, but he really brought the twist we were looking for in spades.”
The soundtrack of the film comes from music duo Javelin. Fabrice Brovelli, CEO of BETC Pop and VP of BETC Paris, said of the track: “Javelin is a British duo, darling of the indie-music magazine Pitchfork, signed on David Byrne’s label, Luaka Bop. When Nicolas Davenel suggested this music, we found that it fitted perfectly with the universe we were creating for Get A Shock. It’s a piece of sound that feels mysterious, electric and powerful.”
The spot will be released on January 15th and will be running online and on social media, with a special activation created just for Snapchat users. The two universes were also brought together in a photo series also shot by Nicolas Davenel.
Title: Get A Shock
Product: Black Opium Floral Shock
Brand: Yves Saint Laurent Beauté
Advertiser: L’Oréal Luxe
Agencies: BETC Luxe & BETC Pop
Creative Director: Jasmine Loignon
Creative Team: Clara Lafuente, Nicolas Prado
Director: Nicolas Davenel
Production Company: Iconoclast