d’ussé x latto

Character Voice, Comedic Misdirection, and Screen-Led Worldbuilding

This project began with a simple question:
How do you introduce a larger-than-life personality without flattening her into a trope?

Latto’s presence is bold, funny, self-aware, and grounded. My role was to translate that energy into a narrative that felt effortless on screen while remaining intentionally structured and tonal.

I developed the core concept and wrote the script with a screenwriter’s eye. The campaign plays with expectation, setting up a familiar romantic trope before subverting it entirely. What appears to be a love story turns out to be something else altogether. The punchline is the product, but the heart of the story is autonomy, confidence, and humor.

Working closely with the creative director and production team, I shaped Latto’s dialogue to sound natural, conversational, and unmistakably her. Every line was calibrated for rhythm, comedic timing, and performance. The script was written to give her room to be herself while still serving the larger narrative arc.

Impact:
A culturally resonant, personality-forward campaign that showcased Latto’s voice while reinforcing D’USSÉ’s position as a bold, self-assured luxury brand. The work resonated across social and digital platforms, proving that humor, clarity, and character can coexist in premium social storytelling.