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

Brief

Create a social moment around M•A•CStack Mascara that generates participation + conversation

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 MACStack. 

how it works

M.A.C. Story Stack is the first social "story hour" to stitch thousands of drag and queer stories into one narrative of power and resistance, using the safe space of makeup videos. ​

  • Launch a TikTok-first stitch campaign with Trixie, who introduces the 'why,' shares their story, and explains how to layer yours with MACStack​

  • Begin and end videos with MACStack. Start by using the mascara as a microphone. *tap, tap* "Is this thing on?" Tell your story while applying makeup, and end by adding your layers – literally, your mascara and your story​

  • Tap relevant #beautytok influencers to stack their stories, sending kits with tiny MAC-rophones that clip to MACStack

  • Create a M.A.C. Story Stack TikTok playlist

  • Transcribe the stories we collect into a physical book (The M.A.C. Memoirs) sold at M.A.C. stores with all proceeds going to a queer nonprofit