M•A•C story stack

This concept was part of a M•A•C Cosmetics campaign pitch, successfully securing the contract and designating our agency as M•A•C US' Agency of Record (AOR) for social content

Insight

M•A•C has always brought underrepresented groups to the forefront of beauty, giving them a space to share who they are. Today in the US, we’re seeing the LGBTQIA+ community being silenced and banned from self-expression.

idea

Lift the drag/queer community with an endlessly buildable stitch of their stories, stacking a new narrative with M·A·CStack.

how it works

We’ll launch the first-ever social "story hour" that stacks thousands of queer stories into an endlessly buildable narrative of power with M·A·CStack Mascara. 

➤ In a first-of-its-kind twist on GRWM, we’ll launch the largest TikTok stitch of LGBTQIA+ stories to show and tell the importance of self-expression, using M•A•CStack Mascara

➤ Our story begins with a queer influencer, then follows with a group of diverse influencers including existing M•A•C influencers like Tavaris Jefferson and Johnny Coronado, who open each video with, “This is my #MACStoryStack,” and apply our mascara as the central element

➤ Collect and repost to M•A•C accounts and create a playlist of videos, broadening shareability for other queer users