The 2023 MAC VIVA GLAM campaign features six drag performers, each embodying a different expression of the art form, telling their self-discovery stories from the past and present and their interpretations of the meaning of Drag, to demonstrate the evolution and fluidity of self-expression that M·A·C is so much a part of.

My job as Art Director was determining where the talent would be filmed in the venue and how the story would be pieced together in the final campaign video. This involved the exciting process of touring the space, creating interview questions, and storyboarding every frame of the campaign to ensure one cohesive story. I worked closely with the DOP in the pre-production process to ensure we were aligned on every shot.

The final campaign deliverables were six stills, one hero campaign video and eight cut-downs for paid and organic use. The portraits of the talent were used as the judging imagery for the M·A·C’s VIVA GLAM BBC GLOW UP episode to spotlight the Art of Drag. The final 6 contestants of the makeup competition had the opportunity to make over these six stars of the History of Drag Campaign.

A look behind the scenes…