MACximal – the new collection of 40 lipsticks– features luxe packaging, seven brand-new shades, and an ultra-moisturizing formula that dials up the comfort.

The UK&I team set out to create a local campaign featuring four talents that would work as paid content across social media. As art director, I was responsible for seamlessly integrating all the talents' personalities and stories into the lipstick's benefits. This approach produced paid content that feels authentic and thoughtfully crafted.

I began by examining each talent's content and how they wear makeup, which informed the specific claims I assigned to their videos. To highlight the priority claim of "more comfort," we incorporated a large red plush couch, creating a comfortable space for the talent and subtly communicating the lipstick's comfort. The campaign also featured shots of used lipsticks, giving consumers a better sense of the shea butter and its benefits.