The Brief:
Communicate 'enhanced, elevated, more powerful' Lightful line to acquire new and retain existing consumers, while solidifying affinity of MAC’s top-selling products (e.g. tinted primer, power). Lightful increasing MOB in all markets driven by Primer. Particularly to expand in China market.
Developed in Asia for the Asian consumer, Lightful C3 is the ultimate glow regimen, combining a tailor-made range of skincare and makeup products. Powered by science, and MAC’s specially formulated cutting-edge unique C3 ingredient blend of Vitamin C, Cherry Blossom and Coral Grass, to Capture the light, Clarify the skin and Create a bright, even skintone, for a more radient, natural rosy glow skin. Together with the all-new upgraded luxe packaging.
Communicate 'enhanced, elevated, more powerful' Lightful line to acquire new and retain existing consumers, while solidifying affinity of MAC’s top-selling products (e.g. tinted primer, power). Lightful increasing MOB in all markets driven by Primer. Particularly to expand in China market.
Developed in Asia for the Asian consumer, Lightful C3 is the ultimate glow regimen, combining a tailor-made range of skincare and makeup products. Powered by science, and MAC’s specially formulated cutting-edge unique C3 ingredient blend of Vitamin C, Cherry Blossom and Coral Grass, to Capture the light, Clarify the skin and Create a bright, even skintone, for a more radient, natural rosy glow skin. Together with the all-new upgraded luxe packaging.
The Creative Solution:
Capitalizing on the success of the FY21 Lightful campaign featuring Lisa (Blackpink), Lisa to hold all the top-selling products in Lightful C3 line.
Inspired by the new luxe packaging and the product KSP - radiant rosy skin glow, the overall art direction aims to immerse the story in shades of soft lush pink, we create rooms and corridors lined with light tubes to expand our perspective and environment. The illuminating glows from the light tubes create an alluring, intriguing and modern setting, and allow audiences to focus on our subject.
Capitalizing on the success of the FY21 Lightful campaign featuring Lisa (Blackpink), Lisa to hold all the top-selling products in Lightful C3 line.
Inspired by the new luxe packaging and the product KSP - radiant rosy skin glow, the overall art direction aims to immerse the story in shades of soft lush pink, we create rooms and corridors lined with light tubes to expand our perspective and environment. The illuminating glows from the light tubes create an alluring, intriguing and modern setting, and allow audiences to focus on our subject.
Key Visuals:
AR Filter:
PR Box Design:
Old/New Packaging Unveil Teaser & Animation:
Product KVs:
Newsletter Design:
Mini Site:
Year: 2021
Director: Tereza Tan
Art Director: Sana Au-Yeung
3D Designer: Patrice
Director: Tereza Tan
Art Director: Sana Au-Yeung
3D Designer: Patrice