YOX1000

Client
MAC Cosmetics

Project
Campaign & launch

My role
Visual Id., Art Direction, Motion

Agency: Mestiça
Creative Director: Paulo Sanna
Art Direction: Cyntia Naomi & Luiz Parpulov
Copywriting: Martim Batista, Julya Vendite
Planning: Ricardo Ueno
Designers: Marcus Rocha, Maria Ruidiaz, João Manfrinato
Producer: Andressa Zeni
Video & Photo Production: Mynd8, Trator 232

The YOx1000 campaign by MAC Cosmetics celebrated self-expression, individuality, and the many versions of ourselves, reinforcing makeup as a tool for transformation. With a TikTok-first approach and Pabllo Vittar, Karol Sevilla and Selene as ambassadors, the campaign took over Latin America, dominating stores, generating viral content, and driving conversions for skin and lip products. A movement that solidified MAC’s positioning as a bold, inclusive, and rule-breaking brand - now more connected than ever with Gen Z.

MAC Cosmetics wanted a fresh and disruptive campaign, to take down the severity and "unreachable aura" that the brand carried. Should be Tiktok-first, focused on Gen Z (new consumers) and Hi-Lo makeup (all ocasions). So we defined our pillars: pop, fun, colorful and easy-going.

We brought out the many sides of beauty, capturing two stunning makeup looks - High and Low - on each celebrity.

These photos above are from photoshoot we created using the campaign’s featured products. To bring the concept of multiplicity to life, we defined the color shadow technique, adding depth and dimension to the visuals - highlighting the endless possibilities of self-expression through makeup.

To keep the fun going, we launched a TikTok challenge, inviting everyone to play, transform, and reveal their many versions!

© Cyntia Naomi, 2015-2025. All rights reserved.