BRIEF: In an era of increasing makeup competition, how would you drive M.A.C. Cosmetics to engage a young millennial audience?
CONCEPT: M.A.C. began as a brand founded by makeup artists, for makeup artists. Its history is rooted in gender diversity, inclusivity and community. To stand out from the increasingly competitive market, I created a campaign that refocuses M.A.C.'s brand identity and builds a community that welcomes true artistic expression from all walks of life.
OUTCOME #1: My proposal was three-fold: launch of campaign embodying the trinity "Artistry, Individuality, and Expression" featuring makeup artists painting on themselves and telling their story through still image and film.
SHOT AND EDITED BY ME
MAKEUP ARTISTS/MODELS: RACHEL (@LLUMOSMAKEUP) & CRAIG HAMILTON (@CRAIGHAMILTONARTISTRY)
OUTCOME #2: A reopening of M.A.C's flagship store as a hub of creativity and makeup exploration. Window display is a split-flap design (think train schedule billboards) to create a more interactive store front. Interior designed using SketchUp.
OUTCOME #3: A consumer-led campaign called #MACTriOuts that encourages user-generated content. Consumers are encouraged to post their own makeup explorations and rate each other's looks. Winners announced each month featured in-store.
