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Yves Saint Laurent Black Opium: Do You Feel The Call

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Launched in 2014, Black Opium is today ranked 8th in Top World Fragrances. Four years after its launch and to support this success, Yves Saint Laurent Beauty wanted to renew the brand’s communication. To embody this new chapter, a new muse was chosen: Zoë Kravitz. The YSL Beauty Make up ambassadress and American actress was chosen for her charisma and her elegance. An obvious choice for the brand that deeper anchors Black Opium in its time. To bring this new campaign to life, and in the continuity of the previous ones, BETC Luxe, General Pop and Yves Saint Laurent Beauty looked for young talents: Jonas Lindstroem - German director represented by Iconoclast – and Tyron Lebon who shot our muse and her iconic fragrance on city rooftops. Finally, the famous hit “The Hills” by The Weeknd was chosen to set music to those images.
Credits Other credits

Brune Buonomano - General Manager

Clément Roumegous - Account Director

Maud Lambert - Account Executive

Fabien Le Roux - Head of Strategic Planning

Alexis Gaujoin - Digital Copywriter

Fabrice Brovelli - Production

Cyrielle Moustin - Video Post-Producer

Capucine Lhermitte - Print Post-Producer

The Hills by The Weeknd - Soundtrack

Tyrone Lebon - Photographer

Green United Music - Sound Company Gum

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