M·A·C Momentum · The content studio
M·A·C Momentum · The content studio
M·A·C's global content engine. Brief to live in 14 days — without dropping below campaign quality.
As online accelerated, M·A·C needed always-on, speed-to-market content to fill planning gaps, mitigate risk, and react to live trends — globally, and at premium quality.
Traditional campaign production couldn't keep that pace or that volume. The brand needed an engine, not a series of one-off shoots.
A new M·A·C Global Creative studio, calibrated for speed and premium output, operationalized with a production partner and a M·A·C-exclusive talent roster — photographers, directors, and artists not shared with other houses.
One engine spanning project management, art direction, production, editing, and release — coordinated across every region.
Identify the trend, brief globally, produce, publish across owned channels, land in-store on digital displays, then measure and optimize straight into the next cycle.
The same loop ran every 14 to 30 days — so output compounded instead of restarting.
I built the fastest-moving asset engine in the creative department.