Makeup artistry has increasingly become a self-taught experience. As the professional cosmetics brand, MAC needed to reframe its heritage to an audience who demands authenticity over appearance. Express Yourself rooted the brand's professional prowess in experimentation, taking a magnifying glass to the art of play, rather than the end result, with a campaign that – literally – broke through a glossy veneer and celebrated applying makeup for the fun of it. In collaboration with MAC’s Director of Makeup Artistry and judge on BBC’s TV series Glow Up, Dominic Skinner.
Creative concept, art direction, taglines, customer-facing messaging.