MAC Cosmetics
A collection of digital-first campaigns and content initiatives developed to strengthen M·A·C’s overall digital ecosystemal.
Back-to-M·A·C is the brand’s long-standing recycling program, relaunched to raise awareness and celebrate its sustainability impact through 360° digital activations.
I led concept development and art direction for the digital campaign, simplifying a complex recycling process into engaging visual storytelling. Partnering with a photographer, I created stop-motion assets using real recycled pellets, and collaborated with an influencer to walk viewers through the step-by-step Back-to-M·A·C process for social.
The relaunch drove measurable impact—1.2 tons of material collected and traffic growth from 2% to 10% within five months in Switzerland—with plans to expand the evergreen program to 50+ markets globally.
Holiday is one of the most critical moments for the business. While most sales come from online, the brand lacked paid social assets that effectively drive digital conversion. Historically, most ads were simple crops of campaign visuals—underperforming across social platforms.
For this Holiday, I prioritized paid social storytelling, developing content tailored for digital engagement and highlighting the brand services often overlooked in traditional campaigns.
Fix+ is one of M·A·C’s most versatile, artist-loved products. I led art direction for technical and educational content supporting the campaign and briefed influencers to create engaging, social-friendly assets that highlighted the product’s versatility and professional credibility.
Concepted and art-directed an engaging video showcasing the product’s performance and credibility through visually driven storytelling.