For the exciting relaunch of MAC’s iconic Matte Lipsticks, the UK&I team set out to create a local campaign featuring four talent: Myla, Danielle, Anjeni, and Sheila.

Three out of the four talent were already cast before the campaign, so as art director, it was my job to cast the fourth (Sheila) and weave in all of the talents’ personalities and stories into the lipstick's benefits. This would create campaign videos that felt genuine and carefully considered. Working with the Insights Lead and our copywriter, we collaborated on the importance of making the voice-overs feel like lifestyle claims. From here, I looked at each of the talent, their content and how they wear makeup. This informed me which claim I designated to their video and how they talked about the lipstick.

More comfort – the priority claim of the shoot – was visualized by a large red plush couch. This provided a space for the talent to feel comfortable and subtly communicate the feeling of wearing this lipstick. To also show the new texture of the product, the campaign direction relied on shots of used lipsticks to give consumers a better sense of the shea butter and shea butter. This was a strong distinction from the Global content and allowed the UK&I campaign to be distinct.

The final campaign included six videos and six stills that would be used across Meta, TikTok, and .CO.UK.