Yves Saint Laurent Beauté


Agency: BETC Etoile Rouge


In this new campaign, Dua Lipa is directed by a woman for the first time: the award-winning Nigerian-British director Jenn Nkiru.

For Yves Saint Laurent Beauté, Jenn Nkiru and Dua Lipa deliver the most epic LIBRE campaign ever, with a new cover song, George Michael’s fiery hymn to “Freedom!”.

A woman’s fearless, exhilarating vision of a woman, the LIBRE woman, shot in a series of majestic images that match Dua’s unfettered freedom with the power of natural elements.

Sun, sky, sand, water… The film plays with these forces, cutting between natural and urban environments. Filmed with magical realism, injected with pure mood. Infused with glamour and desirability, as Dua totally owns YSL’s couture style at its sharpest, yet raw and elemental.

Expressing the urge to live LIBRE now because freedom doesn’t wait.

This professional campaign titled 'FREEDOM HAS NEVER BEEN SO EPIC' was published in France in September, 2022. It was created for the brand: Yves Saint Laurent Beauté, by ad agency: BETC Etoile Rouge. This Film and Integrated media campaign is related to the Beauty industry and contains 2 media assets. It was submitted over 1 year ago.


Brand: YSL Beauty
Brand Managers: Stephan Bezy, David Iop, Gustavo Sotero Goncalves, Audrey Ayache, Alicia Jacquet, Giada Ambrosino
Ad Agency: BETC Etoile Rouge
Agency Managers: Delphine de Canecaude, Maud Lambert, Mathilde Durillon, Julia Schenk
Executive Creative Director: Florence Bellisson
Associate Creative Directors: François Pannelier, Adrien Tourneux
Art Director: Jean-Charles Guillet
Music Creative Directors: Adam Ghoubali, Leo Copet
Traffic Manager: Letizia Felici
TV Producer: Fabrice Brovelli
Production Company: Iconoclast TV
Director: Jenn Nkiru
Sound Companies: Benzeme, GUM Paris
Art Buyer: Isabelle Mocq
Photographer: Tyler Mitchell


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