MAC Cosmetics
My Role:
Director, Global Digital 360 Creative
Led MAC Cosmentics’ global creative strategy — delivering seamless, unified brand experiences and impactful storytelling across platforms, driving engagement, advocacy and sales through integrated 360 campaigns.
MAC the Moment
MAC the Moment
MAC the Moment
The Brief:
Launch a multi-platform campaign and content strategy focused on showing people how to re-introduce makeup into their lives, post-pandemic-masking. Excite and inspire consumers, positioning MAC as the brand that is there to celebrate every moment with them as the world opens back up, with a trend focused lens highlighting MAC hero products and new product launches.
The Campaign
Rollout of Global MAC the Moment toolkits including:
Regional libraries of images tied to curated occasions & trends with supporting product
Social Content: mix of UGC and Campaign photography with a range of customizable caption copy, original mini-moment film edits, story content tied back to each occasion, story templates and guides with artist/creator briefs, and paid asses
Dot com, banners, touts, regional copy, multi-product pages per occasion, “welcome back” / evergreen assets
Launch emails and custom occasion emails
The Team:
MAC Cosmetics Global Creative Director: Drew Elliot
Director, Global Digital 360: Liz Riccardi
Motion Editor: Brian Lynch
Motion Graphics: Jordan Hadley
MAC internal team collaboration: Image, Digital, Motion, Social, Dot Com & Production
MAC Zine Issue 001
The Brief:
Launch a new digital zine from MAC Cosmetics that celebrates artistry, creativity, and culture. Developed to leverage collaboration with diverse, boundary-pushing talent, celebrating self-expression, individuality, vision, and personality driven story-telling, MAC zine delivers unique editorial content designed to inspire and engage.
My Role:
360 Rollout Strategy, Art Direction and Layout
Photography Creative Direction by Alexander Roth and Bryce Robert Anderson
MAC Zine Issue 001
MAC Zine Issue 001
The Team
Photographed by @brvceanderson
Styled by @sinkinginformer9
Hair by @hairbyiggy
Nails by @nail_swag
Makeup by @samvissermakeup
Producers and Editors @tngmodels @maravalentine @caitlinphillips @maccosmetics @catquinn @drewpsie @jedwardsjustin
Photo PA @moragamii
Cover Model @oceanaceleste @nextmodels
Courtesy Luckystar Pictures ©@luckystarpictures
Re-Think Pink
Re-Think Pink
Re-Think Pink
The Brief:
Establish MAC as a pink lipstick destination. Introduce the trend-driven, inclusive pink shade lineup featuring 16 fresh new pinks. Create storytelling that establishes pink as a fresh, cool, modern color — with a shade perfect for every individual personality and skin tone.
Studio Fix
Studio Fix
Studio Fix Powder
The Brief
Give Studio Fix Powder its first dedicated campaign to drive consideration and purchase through trend-led, social-first looks, showcasing its versatility and performance. Pair powder with other best-selling foundation category products to reinforce MAC’s complexion authority and deliver customizable, second-skin results.
The Challenge
Build on previous complexion campaign storytelling and leverage existing assets by refresh and restyling photography and content to support new messaging.
