M·A·C Destination: Fabulous

The brief: create a campaign to launch M·A·C’s new makeup kits found exclusively in travel-retail stores worldwide.

Destination: Fabulous is M·A·C’s ‘cheeky’ take on an in-flight safety video– where M·A·C products are demonstrated as items essential for avoiding beauty emergencies while traveling.

The campaign included anthem & product-centric films, product & on-model stills, in-store takeovers, experiential activations, and OOH advertising. Destination: Fabulous was such a hit that it inspired two more installments, and has endured in M·A·C travel-retail stores and online for several years.

Concept, art direction and script by Michael Burk.
Directed by Nadia Lee Cohen at Anonymous Content.
Styling by Soki Mak.
Hair by Sami Knight at Starworks.
Makeup by Caroline Hernandez, M·A·C Senior Artist.
Production design by Britt Porter at LaLaLand.
Edited by Chrissy Rabe at Blue Rock.
Sound Design by Tom Goldblatt at Decibel.
Voiced by Katie McCauley.
Produced by Anonymous Content/M·A·C.
Shot at Air Hollywood in Los Angeles.