Head of brand management
Maison Yokō, aesthetic medicine center
Lyon, France
Align the company with the brand’s direction, choices, and tactics across all touchpoints of the customer experience (online and offline). This includes campaigns (print, web, social media, broadcast, etc.), events, corporate responsibility programs, and sponsorships.
Launch campaign, shot on film in a studio in Paris with photographer Vincent Girardot - art direction by me.
@bellamichlo Bella Michlo
We approached this project with a perspective rooted in retro-futurism, seamlessly blending 80s references with a forward-thinking vision. Enhancing the beauty of natural, pure bodies using an analog camera, with light as the only garment, was our artistic choice.
Maison Yoko's world harmonized perfectly with Vincent's overarching vision of imagery and, specifically, his approach to lighting.
@kalmsb Kalixte
The organic nature of analog photography aligns perfectly with the brand's DNA and the ambition to convey the naturalistic texture of the bodies.
The lifestyle photographs - by Ronan Siri, directed by me - within the center are intended to present the space, its services, and the health experts working there - projecting a serious and reassuring image, yet always with a touch of beauty and softness.
The overall challenge was to enhance the image of aesthetic medicine, often associated with something superficial and vulgar. We chose to emphasize expertise, precision and subtlety.
Anti-age Magazine
In a highly competitive sector, the center stands out significantly through its spatial architecture and and a bold choice in decoration, opting to resemble more a home ("Maison" in french) than a medical place.
Beyond the furniture, the spaces in the center are adorned with digital artworks.
We collaborated with several artists, carefully selected for their distinctive universes, styles, and their relationship to sensory aesthetics. TS/CN Studio envisioned two visual journeys for us, each with its own soundtrack, creating two Signature pieces exclusive to the space within our walls.
"The purpose of these two artworks was to be projected onto the ceiling during client treatments. We needed to consider the viewer's position, control speed, colors, and sound intensity to ensure a seamless and relaxing experience without any disturbances.
The sound aspect is very ambient, blended with recordings of external sounds". TS/CN www.tscn-studio.com
Narrating genuine and personal stories through connections with micro-influencers from the city.
Collaborating with influencers globally has given Maison Yoko the platform to speak truly as an experienced member of the community with an increasing social following daily.
Agathe Teyssier, a model from Lyon based in Paris, returns to her hometown once a month, with a self-care break at Maison Yoko to deeply care for her skin. @agatheteyssier
More importantly, it has played a crucial role in destigmatizing the image of aesthetic medicine.
Sofia Lefebvre, based in Lyon is known for her healthy lifestyle and running and marathon tips. Seeking to refine her body shape, we documented and filmed every steps. @sofiaghzl
Fanny Rousso, a content creator from Lyon, came to try several of our treatments, and we documented her entire journey through Laser Hair Removal. Dr. Binazet explains how it works. @fannyrousso_
Telling the stories of well-known individuals has not only allowed the center to quickly gain recognition (+5k followers in 1 year within a niche sector was more than we expect) but has also significantly enhanced its image.
We have highlighted internationally recognized figures from Lyon, including Tony Parker and Laure Boulleau, alongside partnerships with local micro-influencers.
