MAC Cosmetics: VIVA GLAM x birthFUND
Role:
Lead Art Director, Photographer, Graphic Designer, & Social Content Editor
About:
MAC Viva Glam is a charitable program and collection of lipsticks launched by MAC Cosmetics that raises 100% of the product's sales to support programs for the LGBTQIA+ community, women and girls, and people affected by HIV/AIDS.
Ask:
At the end of my time as an intern at MAC Cosmetics Global, I was presented with a project of concepting, art directing and photographing a campaign to announce MAC Viva Glam gave a $200,000 grant to the birthFUND nonprofit to fund holistic, midwifery-led services for 38 underserved US families. Being able to lead and art direct this collaboration campaign was an absolute honor.
Art Direction and Photography Samples:
FEATURED IN REFINERY29, GLAMOUR MAGAZINE, & WWD
30K+ ENGAGEMENTS ON SOCIAL PLATFORMS
Social Content:
Big Idea:
The big idea was to bridge beauty and birth by reimagining everyday baby essentials through the bold, iconic lens of MAC VIVA GLAM. The art direction focused on creating eye-capturing, scroll-stopping imagery by pairing recognizable caregiving objects with VIVA GLAM products in unexpected, graphic compositions. Minimal backdrops and sharp lighting were used to elevate each still life, creating a striking contrast between glamour and care while visually reinforcing the campaign’s message of impact, and support.
About birthFUND:
birthFUND is a nonprofit founded by journalist and advocate Elaine Welteroth to expand access to safe, holistic, midwifery-led care for underserved families across the U.S. Through direct funding and advocacy, birthFUND addresses maternal health inequities while centering dignity, equity, and community impact.
More VIVA Glam Graphics:
As a intern on the MAC Cosmetics Global social creative team, I also created a variety of graphics and compelling social content for “VIVA GLAM FRIDAYS”, a content series with purpose to prioritize this initiative on MAC Cosmetics Global Socials. A sample of my work for this is below.
