Yves Saint Laurent launches 'Get A Shock', the new episode of its Black Opium series, a film, created by Paris-based ad agencies BETC Luxe and BETC Pop, which marks the release of the latest fragrance from the brand, Black Opium Floral Shock.
For the first time, Yves Saint Laurent Beauté advertises the launch of its new mascara line, The Shock, alongside its new perfume Black Opium Floral Shock. The film, titled 'Get a Shock', blends the universe of the fragrance and the one of the mascara: the perfume bringing a shock of freshness and the mascara, a shock of volumes.
The model Edie Campbell fronts the new film, shot in an Asian city, just like the previous episodes of the Black Opium series. Through a seduction game between Edie and an attractive man, we float between the two worlds: the mascara world, dark and gloomy, and the perfume world, bright and summer-like.
The film was directed by Nicolas Davenel, known for his raw aesthetic. Jasmine Loignon, Creative Director of BETC Luxe, said about this choice: "Nicolas Davenal’s work greatly inspired us. As an up-and-coming director with a few music videos under his belt, he felt like the right balance of youth, risk and edginess we needed to bring this to life. We fell for his Birdy Nam Nam film from a few years back and most recently his Who Wants It film for music duo KCPK. An unusual combo at first glance, but he really brought the twist we were looking for in spades."
The soundtrack of the film comes from music duo Javelin. Fabrice Brovelli, CEO of BETC Pop and VP of BETC Paris, says of the "Normal" track: "Javelin is a British duo, darling of the indie-music magazine Pitchfork, signed on David Byrne’s label, Luaka Bop. When Nicolas Davenel suggested this music, we found that it fitted perfectly with the universe we were creating for 'Get A Shock'. It’s a piece of sound that feels mysterious, electric and powerful."
Released on January 15, the spot started running online and on social media, with a special activation created just for Snapchat users. The two worlds were also brought together in a photo series also shot by Nicolas Davenel.
Title: Get A Shock
Product: Black Opium Floral Shock
Brand: Yves Saint Laurent Beauté
Advertiser: L’Oréal Luxe
Agencies: BETC Luxe & BETC Pop
Creative Director: Jasmine Loignon
Creative Team: Clara Lafuente, Nicolas Prado
Director: Nicolas Davenel
Production Company: Iconoclast