M.A.C COSMETICS
DESIGN DIRECTION
2024
World, meet
zardozi and gotta patti.
Info:
Visual Identity
Verbal Identity
Campaign Identity
Campaign Launch
Campaign Design Kits
Brand Strategy
Brand Narrative
Team:
Client Design: Shantanu Pathak,
Jasmeher Kaur, Megha Kaushik
Animation: Vishav Arora, Parth Dake
Strategy: Sheetal Raghav
Design Direction : Ritu Pandey
Creative Direction: Yogesh Prabh
Copy Director: Jahnvi Khanna
[1]
EMBROIDERED OPULENCE
Limited Edition Festive Collection
that is made in India for the globe. Our creative direction was
rooted in a seamless dialogue with India’s rich craft heritage.
Inspired by India's rich & intricate textiles and craft forms like
zardozi & gota patti, blending it with a modern high-glam twist.
A collection that pays homage to the rich textiles nurtured in
the Indian subcontinent - blooming flora in rich hues and
traditional elements expressed in a modern way.
The women represent the Indian woman of today; confident,
expressive, unapologetic. They wore Rahul Mishra's gleaming
silver outfits from the Couture Festive '24 collection, boasting
larger-than-life flowers and a smatter of sequins on contemporary
silhouettes. Frenzied hair with braids plus trinkets and a messy
crop symbolizing the modern woman who does not conform &
wears tradition with a twist. Gold heritage polki jewellery was
layered for the look, which broke barriers of gold & silver colour
mixing and made a statement. The glowing makeup brings
together the entire look with light smokey eyes, dewy skin,
and exuberant lips that had hints of coral & pink.
A campaign that wore culture with confidence like never
before embodying the vibrance of sparkling Indian festivities.
NYKAALAND X M.A.C
FESTIVAL CAMPAIGN
FESTIVAL CAMPAIGN
Nykaa. At its heart, MAC stood bold — with Global Director of Artistry Romero Jennings flying in to represent the brand’s legacy and future.
Designed with an editorial edge, the campaign was an evocative interplay of MAC’s noir intensity, Nykaaland’s vibrant pink, and ceremonial reds — woven through
expressive typography and immersive design, a knitting of high fashion grids with a typographic dance of pigment, power, and presence.
[3]
M.A.C CREATIVE SYSTEM
EXPERIMENTAL PITCHING
M·A·C has always been ahead of the curve with making a space in the culture that goes beyond a professionally executed makeup look. Using FORMS, DIE CUTS and GRADIENCE for 2D & TEXTURE, TACTILITY, and PATTERN for 3d, as original narrative elements of design, visual storytelling and creation, we aimed at brick building an authentic creative system and a striking design world to craft an indefinite number of design permutations and combinations within an ever evolving graphical world.