Nigerian-British director Jenn Nkiru directs Dua Lipa for Yves Saint Laurent Beauté.
Among recent collaborations, she has worked as second unit director on Beyoncé and Jay-Z’s video Apeshit, shot in the Louvre Museum.
With a new cover song, George Michael’s fiery hymn to “Freedom!”.
A woman’s fearless, exhilarating vision of a woman, the LIBRE woman, shot in a series of majestic images that match Dua’s unfettered freedom with the power of natural elements.
Sun, sky, sand, water… The film plays with these forces, cutting between natural and urban environments. Filmed with magical realism, injected with pure mood. Infused with glamour and desirability, as Dua totally owns YSL’s couture style at its sharpest, yet raw and elemental.
Music is a powerful vehicle of freedom for YSL Beauty. Along with Dua Lipa, they had a common dream: reinventing one of the great classics of pop music.
For the new LIBRE campaign, Dua delivers a brand-new, blazing-hot cover of George Michael’s iconic 1990 “Freedom!”, turning it into a freedom anthem for LIBRE women throughout the world.
Jenn Nkiru, director, said: “This film connected with me — a celebration of freedom and femininity. Life and existence are about the pursuit of FREEDOM. Living to the fullest. For me, LIBRE isn’t just a fragrance. It’s a feeling. An invitation to be bold, to challenge the norm, to live freely. I wanted to bottle up all this energy and pour it over the film.”
Brand: YSL Beauty
Brand Managers: Stephan Bezy, David Iop, Gustavo Sotero Goncalves, Audrey Ayache, Alicia Jacquet, Giada Ambrosino
Ad Agency: BETC Etoile Rouge
Agency Managers: Delphine de Canecaude, Maud Lambert, Mathilde Durillon, Julia Schenk
Executive Creative Director: Florence Bellisson
Associate Creative Directors: François Pannelier, Adrien Tourneux
Art Director: Jean-Charles Guillet
Music Creative Directors: Adam Ghoubali, Leo Copet
Traffic Manager: Letizia Felici
TV Producer: Fabrice Brovelli
Production Company: Iconoclast TV
Director: Jenn Nkiru
Sound Companies: Benzeme, GUM Paris
Art Buyer: Isabelle Mocq
Photographer: Tyler Mitchell