M·A·C COSMETICS | VIVA GLAM CAMPAIGN STARRING ROSALÍA

COMPANY: M·A·C COSMETICS
ROLE: GLOBAL SOCIAL STRATEGY, ART DIRECTION, DIGITAL DESIGN, VIDEO PRODUCTION, SOUND DESIGN

Built and executed the global social strategy for the 26th anniversary campaign of MAC Viva Glam, the Lipstick that gives back 100%, starring Rosalía.

Art directed and strategized the social tease, launch, and sustain strategy, encompassing Instagram Feed, Stories, Reels, TikTok, YouTube, Twitter, Giphy and Facebook, and informing Email and Brand.com.

Launched TikTok and Reel challenge, gaining over 6.6 million organic views, creating launch video with choreographer Sean Bankhead and partnering with Young & Sick to create a custom brand-owned track.

100% of the selling price of VIVA GLAM Lipstick is donated to the M·A·C VIVA GLAM Fund supporting healthy futures and equal rights for all. Since '94, M∙A∙C VIVA GLAM has raised OVER $500,000,000 globally, and counting!

Director: Gordon von Steiner
Styling: Patti Wilson
Makeup: Makeup by Ariel
Hair: Dimitris Giannetos