Concept 01 / TOPICREM
PEAUSITIVITÉ
Instead of celebrating a brand turning 30, celebrate every age of skin.
Campaign Concept · Creative Writing · Film · 2023
Paris, France
Antoine
Ruiz
Copywriter
& Creative Writer
Scroll to work
Selected work2019—Today
Concept 02 / ANTINOMIE
ESSENCES INTENSES
A fragrance collection built on the creative force of contradiction.
Naming · Brand Concept · Storytelling · 2024
Concept 03 / GOODNIGHT
THE BEAUTY SALON
A new beauty rendezvous where experience, conversation and community meet.
Creative Concept · Brand Experience · Storytelling · 2026
Concept 04 / YSL BEAUTY
PICK YOUR EYE’TITUDE
Not a look to follow. An attitude to choose, from lashes to brow.
Creative Concept · Brand Experience · Film · 2025
Concept 05 / M·A·C COSMETICS × GOODNIGHT
THE M·A·C INSTITUTE
Where makeup art meets fashion: a cultural institution for one stick of skin tint.
Creative Concept · Brand Experience · Storytelling · 2026
Concept 06 / CARTIER
IMAGINARIUM
Time isn’t just measured. It’s imagined.
Film Concept · Creative Writing · Watches & Wonders 2024 · 2024
Concept 07 / CARTIER
CHRISTMAS 2024
Let the Maison's icons turn the ritual of giving into a story of wonder.
Campaign · Creative Copywriting · 2024
Concept 08 / KÉRASTASE
GLOSS ABSOLU
Turn high-gloss hair into a movement you can almost touch.
Campaign Concept · Product Storytelling · Copywriting · 2025
Concept 09 / CUURE
PRENEZ L'HABITUDE D'ALLER MIEUX
Turn wellness from a promise into a daily habit of feeling better.
Brand Reinvention · Brand Platform · Creative Writing · 2023
Concept 10 / VISPRING
THE BED OF A LIFETIME
Reawaken a century-old sleep brand through the lives lived in bed.
Brand Reawakening · Manifesto · Website · Copywriting · 2024
Chronology / 2019—Today
Every idea,
year by year.
2024
2023
By typology
Ideas, sorted
by form.
Brief me
Got a brief? Find the right idea.
Describe your challenge in a few lines. An AI reading of the portfolio suggests the case studies closest to it.
About
Words are the job.
Ideas are the point.
Antoine Ruiz is a Paris-based Copywriter & Creative Writer. Former cultural journalist turned advertising creative, he develops campaign concepts, brand narratives, names, manifestos and experiences for brands across luxury, beauty, fashion and culture.
His work sits somewhere between advertising, storytelling and culture.
Selected clients
Cartier · Kérastase · Carita · Topicrem
Goodnight · Publicis Luxe · Others