2023 GLOBAL CAMPAIGN
“Using the power of glamour to do some good in the world.”
To celebrate LGBTQ+ History Month, M·A·C Cosmetics set out to explore the history of Drag and spotlight how M·A·C VIVA GLAM has supported the community over the years.
The 2023 M·A·C 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.
My job as Art Director was determining how the story would be pieced together in the final campaign video. This involved an exciting process of touring the venue, interviewing the talent, and storyboarding the campaign video frame by frame. 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.
Art Director & Graphic Designer: Camilla Dinardo
Producer: Victoria Decaux
DOP: Tony C. Miller
1st AC: Jeremy Fusco
Gaffers: Joe Sherno & Peter Twitchen
Digital Image Technician: Adam Hales Walker
Sound Tech: Paul O’Hare
Video Editor: Sam White
Photographer: Jen Salt
Digital Technician: Rhianna Davies
Copywriter: Humeara Mohamed
Retouchers: Jason Pieterson & Sarah Ward
Production Assistants: Zarah Kadi & Rochelle Austin
Meet the Talent
HIGH FASHION
Black Peppa (They/Them)
KING
Hans (She/Her)
CIS-GENDER
CLASSIC
Dame Dave Lynn (He/Him)
Victoria Scone (They/Them)
ACTIVIST
ALTERNATIVE
Rhys’s Pieces (He/Him)
Cheddar Gorgeous (They/Them)
Social Edits
The interviews with the Drag artists were made into cutdowns for organic and paid content. Meta ads aimed to educate consumers on the campaign and led users to the main landing page. Viewers on TikTok, focusing on Gen Z, were led to a Drag Makeup How-To landing page, so these videos acted as bite-size tips to get viewers interested in learning more about Drag artistry.
