Yoann Lemoine has flair for the innocence that the 60s era brings. His direction of lomography photographic styles within his short films, evokes a sense of fragility. Notable works include Katy Perry’s Teenage Dream & most recently released, Taylor Swift’s Back to December. In his interview with MTV.com for Back to December, he accounts for the video’s simplicity.

I wanted people to feel like they would get to know her very intimately, and really trust in what she was saying, I wanted her to perform a very natural way, to make her look very European. This was the main challenge to me. All of Taylor’s world is very far away from my culture, but I saw something in her that could be very rough and heartbreaking; far from the princess glittery outfits and glam that she often goes for.

Linked here, is Yoann’s recent collaboration with Lipton tea. Once again, with the soft pastels and feminine characters sweeping viewers off into a “Alice-in-wonderland” like world

Agency: DDB Paris.