Following the launch of I Only Wear MAC, we evolved the campaign platform into a more product-focused expression, shifting the emphasis from brand to the craft and technique behind complexion.

The visual language became cleaner, more minimal and technical, highlighting the details of application through step-by-step gestures, directional movements and close-up product interactions. Across the campaign, M·A·C’s extensive shade range remained central, bringing together technical expertise and an inclusive approach to complexion.

As Associate Creative Director, I led the creative development from the agency side, shaping the concept and visual direction, defining the art direction and campaign system, and guiding the work from concept to final execution.