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CLIENT
M·A·C Cosmetics
(Estée Lauder)

PROJECT
Destination: Fabulous
Travel Retail launch


ROLE
Creative/Art Director

I created this campaign to launch M·A·C’s new makeup kits found exclusively in travel-retail storefronts 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 and product films, product and model stills, in-store takeovers, special events, and OOH advertising.

See below for full credits.

Above: Campaign anthem film directed by Nadia Lee Cohen. Concept and creative direction by Michael Burk.

Above: Campaign photographs by Nadia Lee Cohen. Concept and creative direction by Michael Burk.

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Above: Campaign photographs by Nadia Lee Cohen. Concept and creative direction by Michael Burk.

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Above: Social media images of global in-store displays and events. Click <> for more.

Concept, art direction and script by Michael Burk
Script assistance by Lindsay Bishop
Directed by Nadia Lee Cohen
Styled by Soki Mak
Hair by Sami Knight
Makeup Lead Caroline Hernandez

Production design by Britt Porter
Edited by Chrissy Rabe
Sound Design by Tom Goldblatt
Voiced by Katie McCauley
Produced by Anonymous Content/M·A·C
Shot at Air Hollywood in Los Angeles