Creative Search, Licensing, Music Supervision

MAC Cosmetics has tapped Alexa Demie, breakout Star of HBO’s blockbuster hit ‘Euphoria’, to front its latest campaign “More than meets the eyes”, and debut its major new and revamped formulas for the eyes… The new launch strongly recalls Euphoria’s cosmetic feast and releases a colourful, shiny makeup collection that Demie’s character “Maddy Perez” — a troubled cheerleader with ever-changing looks — would definitely own.

The LA actress, who as a child unofficially modelled for the brand as the daughter of a former MAC makeup artist, helps promote the bold, well-known spirit of the brand, challenging and pushing the norms of beauty and makeup with every new campaign.

The fashion films, directed by Gordon Von Steiner and Alana O’Herlihy, are beautifully soundtracked by JMSN’s single “Drama”, a futuristic, spaced-out R&B anthem with a captivating dark pulse. The man behind the track is the multi-talented Detroit artist Christian Berishaj, who has emerged as one of the music industry’s most sought-after performers.

Artist: JMSN
Song: Drama
Client: MAC Cosmetics
Campaign: More than meet the eyes
Agency: Look Studios
Director: Gordon Von Steiner (campaign) + Alana O’Herlihy (tutorial)
Production Company: Look Studios
Year: 2020

Teen Vogue, Hypebae, Elle, PaperMag