YSL Beauty wanted to reimagine the launch of Black Opium Over Red through a more gamified digital experience. Rather than creating a traditional campaign, I explored how we can really not only tell a story but create a world around the fragrance with an inutiive and branded game logic that would reward the user.
Company
YSL
Timeline
2024
—
2024
Role
Creative Strategy · User Journey · Prototype
Project overview
The experience transformed the fragrance launch into an interactive journey. Using AI-generated visuals, I developed a scalable creative system spanning social, email, digital commerce, and a branded game experience. Every touchpoint was designed to reinforce the same visual language while encouraging exploration beyond a single campaign asset. In turn, the user would spend more time in this branded world, increasing time spent per user, and then be rewarded to checkout with a complimentary reward, incrasing CTR.
Challenges
The challenge wasn't generating images, it was creating a cohesive system and user journey that would reward the user for playing the branded game, increase time, be intuitive, while leveraging existing Obsess virtual experience framework. Every asset needed to feel unmistakably YSL while adapting across multiple formats, balancing creative experimentation with a consistent brand experience.
Results
Won the L'Oreal Gaming RFP, and became an official partner allowing us the opportunity to work with brands under the L'Oreal umbrella.
YSL Beauty wanted to reimagine the launch of Black Opium Over Red through a more gamified digital experience. Rather than creating a traditional campaign, I explored how we can really not only tell a story but create a world around the fragrance with an inutiive and branded game logic that would reward the user.
Company
YSL
Timeline
2024
—
2024
Role
Creative Strategy · User Journey · Prototype
Project overview
The experience transformed the fragrance launch into an interactive journey. Using AI-generated visuals, I developed a scalable creative system spanning social, email, digital commerce, and a branded game experience. Every touchpoint was designed to reinforce the same visual language while encouraging exploration beyond a single campaign asset. In turn, the user would spend more time in this branded world, increasing time spent per user, and then be rewarded to checkout with a complimentary reward, incrasing CTR.
Challenges
The challenge wasn't generating images, it was creating a cohesive system and user journey that would reward the user for playing the branded game, increase time, be intuitive, while leveraging existing Obsess virtual experience framework. Every asset needed to feel unmistakably YSL while adapting across multiple formats, balancing creative experimentation with a consistent brand experience.
Results
Won the L'Oreal Gaming RFP, and became an official partner allowing us the opportunity to work with brands under the L'Oreal umbrella.