Studio Fix is MAC's largest franchise and a key driver of the business: five models, six-plus formulations, one of the brand's largest production budgets, and a campaign deployed across every market.

Three weeks before the shoot, the approved concept was pulled. The rebuild went the other way entirely—everything stripped back until nothing stood between the models and the product. Black set, white set, tone-on-tone chairs. The energy moved into the soundtrack and the cut.

Two fifteen-second films for Spritz and Lightwave, about what the drink does rather than what it is.

Each runs through a stream of symbolic images at the edge of perception—fast enough that you catch some and miss others. Closer to a Rorschach test than a product spot, where what you register says as much as what is on screen.

The imagery came directly from the Kin team. They drank both beverages and wrote down whatever went through their heads. The films were built from what came back: the brand's own read on its product, played back at speed.

Both films continue to run across Kin's site and social.

The global relaunch of Lustreglass, MAC's sheer-shine formula, across twenty shades.

The challenge was making a twenty-shade range feel like a single campaign, while still giving each shade enough room to have their own feeling. With a sheer formula, the finish is as important as the color itself.

Holiday as it actually goes: going to and coming back from family, gifts under an arm, snow underfoot.

Nothing staged as an occasion. The still lifes are the same afternoon, a few hours on: opened gifts set down in the snow at dusk while everyone is playing with the kids and throwing snowballs.

The product sits where someone actually put it down rather than where it would photograph best.

Thanksgiving, with no budget for talent and a brief that needed a party.

The guests stay off camera and the table carries them: candles burned down, plates pushed aside, glasses at every stage of empty, cans of Kin among it all. A party evidenced entirely by the remnants it left.

The guests are cast in subtitles, talking to each other about what they're drinking—which is also how the product gets explained.

Sound design completes the films with the din of a room mid-party: chatter, silverware, drinks being poured.

Spiralling, taken literally. Four films, one for each beverage, built for paid media and social. Each beverage spins faster and faster, building tension against the anxious internal monologue of an ordinary day.

Kin becomes the reset: one drink, or the whole month of January off alcohol. The point is simple—the spinning stops here.

Part of a brand refresh that went back through Origins' early advertising and brought it forward for the touchpoints the brand sells through now.

Product and ingredients are shot in an elevated, clinical way to imply the science in the formulas—a necessary response to the APAC focus of the brief. Lighting, prop styling, and photography then warm the work for NOAM and EMEA without losing the underlying system.

A new franchise built around upcycled, fermented apple peel, for an audience that treats sustainability as a baseline rather than a selling point.

The approach follows the wider Origins refresh: the brand's early advertising reread for now, with ingredients and product shown plainly and the science implied rather than staged.

The result keeps the product and its materiality at the center without turning sustainability into the subject of the campaign.

A branding pitch for an in-store café with an identity strong enough to stand on its own.

The starting point was Magic, the dog who fronted Old Navy's television spots through the nineties—a mascot the brand already owned, with two decades of goodwill sitting unused.

The identity takes a modern approach to classic Americana: Old Navy's own serif, a gingham pattern, and Magic redrawn as an illustration. The serif connects it to the parent brand, the gingham carries the Americana, and the dog supplies the whimsy.