Destination: Fabulous

Destination: Fabulous

M·A·C Cosmetics: Destination: Fabulous. Creative Direction by Michael Burk. Directed & photographed by Nadia Lee Cohen.

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 & script: Michael Burk. Add’l copywriting: Lindsay Bishop. Video Director & Stills Photographer: Nadia Lee Cohen. Wardrobe: Soki Mak. Hair & wig styling: Sami Knight. Makeup Lead: Caroline Hernandez. Production Design: Britt Porter (Production Designer) & Zac Friedman (AD). Video Editor: Chrissy Rabe. Sound Designer: Tom Goldblatt. Voice talent: Katie McCauley. Illustrator: Paul Tuller. Production: Anonymous Content & M·A·C. Filming location: Air Hollywood in Los Angeles, California.

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