Umami Communications
ad film direction: babycat by ysl
Client
YSL Beauty
AGENCY
Year
2022
Location
Dubai, UAE
DOP: Maki Rasheed
Producer: Evelyn
Art: Omar Wael
Director: Rhea Jhaveri
AD & Editor: Mohamed Khalil
AD & Editor: Akira Kyle
Ad film direction for the launch of the perfume 'Babycat' by YSL Beauty in the Gulf region, featuring the beautiful and down-to-earth Jood Aziz and the humble and charming Fayez Jurays.
Concept: Utilizing the immersive 3D universe projected on the LED walls surrounding the talent, we take a simple yet show-stopping creative approach, allowing the thumb-stopping visuals to take over.
Utilizing the intimate, shadowy space surrounded by an immersive LED wall. With a scripted Voice Over, the talent takes us through an emotive journey, contrasted by ferocious, intense shots of the talents' close-up, movement and flow of their clothing, and interaction with fragrance notes before ending on a power-shot of Babycat.
BTS Video concept: By recording both an in-depth interview as well as filming behind-the-scenes throughout the day, we developed an interview video for each talent, discussing their passion for the brand, their love for the fragrance, and how the scent triggers a wild attitude that they showcase in the campaign video.
The video was shot on-set, after finishing the campaign video. We aimed to produce a dark and moody look and feel, in-line with YSL’s core DNA.