Yves Saint Laurent — The Shock
Activation
FACE THE SHOCK.
Experience a makeup revolution that introduces a bold new dirty/undone trend. Irreverent and transgressive, The Shock is a reinvention of beauty standards, capturing an aesthetic clash between trash and luxury.
We have developed two film concepts central to the launch campaign of this new mascara.
TRACK 1 — THE SHOCK — moodboards
TRACK 1 — THE SHOCK — SYNOPSIS
Two young women in a locker room, dressed for roller derby. Rollers, stockings, bomber jackets. They pull out The Shock from their bags and start applying it to their eyelashes in front of the mirrors on their respective lockers. Flashbacks of violent contacts on the track disrupt the seemingly calm image of them applying makeup in front of the mirror.
The first woman makes an up-and-down motion with the applicator on her lashes. This gesture sends the second woman crashing against the roller derby track’s fence. The second performs the same gesture, but this time to the left. Her rival is violently thrown to the ground on the right. She gets up with fury in her eyes.
Both women now make the same gesture upwards at the same time: on the track, it’s a head-on collision of extreme violence. The blinking of their eyes brings flashes of violent impacts on the field. The collisions are tough and uncompromising.
Back in the locker room. The two young women close their lockers and put on their helmets, exchanging dark looks. The match is about to begin.
TRACK 1 — THE SHOCK — MOODTAPE
TRACK 2 — MUGSHOCK — SYNOPSIS
A police holding cell. Neon lights, dirty walls, a trashy atmosphere. Two young women are locked in the cell. Other women are in the background, eagerly waiting their turn for the now-infamous mugshot session. The heavy atmosphere in the cell contrasts with their rebellious and relaxed demeanor.
Nonchalant and trashy, they apply The Shock mascara in front of a mirror under the watchful eyes of the other young women. Suddenly, an officer opens the cell. The two rebels don’t care and continue their makeup session.
The officer enters and forcibly takes them out to the mugshot session, which they turn into a real, uninhibited sexy photo shoot. With suggestive and sexy poses, the two young women seem to have no limits. Rough and trashy, they are ultra-provocative. One even lifts her t-shirt at the moment the flash goes off, while the other doesn’t hesitate to throw a big “F°°°K” in the face of the police photographer. They hold a sign with their matricule.
The photographer fails to get a single normal photo. Once the session is over, the two young women are taken back to the cell by the officer. As they are led back through the corridor, they smirk, more arrogant than ever, proud of themselves.
TRACK 2 — MUGSHOCK — MOODTAPE
credits
Creative Director
Marie Jourdren
Art Directors
Pauline Ferrari, Lucie Brette, Sébastien Pichet
Agency
Mazarine
