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Yves Saint-Laurent
A bold campaign where fragrance meets authenticity, elegance meets humour, and luxury meets real life.
Luxury meets humour in a bold, cinematic launch for MYSLF by YSL.
Yves Saint-Laurent
Production Note
Everything you need to know, at a glance.
01 - The Brief
Luxury meets humour in a bold, cinematic launch for MYSLF by YSL.
02 - On the Ground
A bold campaign where fragrance meets authenticity, elegance meets humour, and luxury meets real life.
03 - The Output
From the script to the tone, we crafted a concept that made luxury accessible without losing its edge.
Video Production
We delivered a high-quality vertical video for Instagram and TikTok under a tight deadline, combining cinematic visuals with comedic timing.
Influencer Strategy
We helped shape the campaign messaging and positioning to match both the MYSLF fragrance identity and Fred’s personal brand.
Creative Direction
From the script to the tone, we crafted a concept that made luxury accessible without losing its edge.
04 - The 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.
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.
Campaign Gallery
The work, unfiltered.
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Frequently Asked Questions
What was the goal of this campaign?
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A bold campaign where fragrance meets authenticity, elegance meets humour, and luxury meets real life.
How did One Way approach this project?
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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.
What reach did this campaign achieve?
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Case study by One Way — Talent Management, Video Production & Influencer Marketing Agency, based in Montreal, Quebec.
Ce projet fait partie du portfolio de One Way, agence montréalaise de gestion de talents, de production vidéo et de marketing d'influence. Chaque campagne présentée ici illustre notre approche de bout en bout : stratégie, création de contenu, production vidéo et collaboration avec des créateurs québécois et canadiens.
One Way's campaign for Yves Saint Laurent's MYSLF fragrance blended humour, luxury, and authenticity into a single, coherent creative vision, the goal was to let the product shine without dimming the personality of the creator behind it. A high-quality vertical video was produced for Instagram and TikTok under a tight deadline, pairing cinematic visuals with carefully timed comedic beats, while messaging and positioning were shaped to match both the MYSLF identity and the creator's own personal brand. From script to screen, the campaign leaned into contrast, luxury meeting real life, and tracked performance across platforms, reaching 670K combined views with strong organic engagement from Gen Z and Millennial audiences.
One Way's campaign for Yves Saint Laurent's MYSLF fragrance blended humour, luxury, and authenticity into a single, coherent creative vision, the goal was to let the product shine without dimming the personality of the creator behind it. A high-quality vertical video was produced for Instagram and TikTok under a tight deadline, pairing cinematic visuals with carefully timed comedic beats, while messaging and positioning were shaped to match both the MYSLF identity and the creator's own personal brand. From script to screen, the campaign leaned into contrast, luxury meeting real life, and tracked performance across platforms, reaching 670K combined views with strong organic engagement from Gen Z and Millennial audiences.
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.
