YOX1000

In 2021, 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, sparking viral content (400k videos created with the hashtag and 4.1B views) and driving conversions for skin and lip products.

❯ I was responsible for developing the key visual and building the entire visual identity of the campaign — leading art direction for the photoshoot and video editing, as well as creating print materials and social media assets.

Client
MAC Cosmetics

Project
Digital Campaign & Retail

Role
Creative Director, Art Director, Motion/Editing

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.

The 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!

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

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