What we did

Marketing

Client

Yves Saint-Laurent

Completion

9.23.2024

Yves Saint-Laurent

Luxury meets humour in a bold, cinematic launch for MYSLF by YSL.

A bold campaign where fragrance meets authenticity, elegance meets humour, and luxury meets real life.

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In September 2024, One Way partnered with Frédérick Robichaud to deliver a daring collaboration with Yves Saint Laurent, marking the launch of their new fragrance: MYSLF.

Blending bold visuals, quirky humour, and luxury product placement, we created a high-impact video that plays on contrasts: the elegance of YSL and the offbeat, loveable personality of Fred. With a tight timeline and high standards, our team delivered a polished campaign that resonated deeply with Québec audiences.

The results speak for themselves:
411K views on Instagram
189K views on TikTok
…and thousands of smiles.

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Yves Saint-Laurent
Yves Saint-Laurent

Our approach

We blended humour, luxury and authenticity into one coherent vision. Our role was to make the product shine, without dimming the personality behind it. From script to screen, we embraced contrast and turned it into connection.
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01

Video Production

We delivered a high-quality vertical video for Instagram and TikTok under a tight deadline, combining cinematic visuals with comedic timing.
02

Influencer Strategy

We helped shape the campaign messaging and positioning to match both the MYSLF fragrance identity and Fred’s personal brand.
03

Creative Direction

From the script to the tone, we crafted a concept that made luxury accessible without losing its edge.
04

Content Performance

We monitored the performance across platforms, with over 600K+ combined views and strong organic engagement from Gen Z and Millennials.
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