I developed the art direction and content strategy that brought M.A.C.'s summer collection to life across digital, social and in-store. The 'Mirage Noir' theme was developed as a series of immersive, narrative-based content pieces to inspire, educate and guide users through a range of day-to-night summer looks.
Accounting for the extended program calendar, a series of bite-sized stories were revealed across social, digital and in-store channels throughout the season, leading users from a day to night experience with continued newness and inspirational looks.
Extensive BTS footage, how-to and makeup application moments were captured throughout the campaigns production days, resulting in an extensive content library to be leveraged across regional markets.
