DESCRIPTION

Rebranded M·A·C’s fashion week presence across all channels to establish the brand as the backstage authority and the one source for real-time makeup trends. The first step was to brand backstage at M·A·C with an evergreen, modular system while introducing a cinematic, elevated look-and-feel to all videos and still imagery shot backstage. M·A·C historically produces a bi-annual trend book every fashion week which lands on the desks of editors and industry insiders for press, reference and inspiration. Spearheaded the creation of M·A·CTV— the brand’s IGTV platform for real-time reportage that gave an in-depth look at innovation, new launches and basic business, artistry and the community at large. M·A·C pioneered IGTV content in the beauty category and it’s used by the platform as an example for best-in-class content. A fantastic example of utilizing M·A·CTV for product innovation is described in the Powder Kiss Campaign, which reached $200,000,000 in revenue in only two months. Traveled and directed a team of videographers and photographers to capture content throughout New York, London, Milan and Paris Fashion Week. Responsible for the execution of the bi-annual 250-page trend book and a 10-minute seasonal trend recap video.