Moving at the Speed of Culture
Program
MAC Studio Radiance
Brand
MAC Cosmetics, 360 Global Cmpaign
Results
$90 Million total EMV
2x Speed to iterate Paid Media
Modular Creative Components
360 Full Global Asset Ecosystem
My Role
Creative Leadership
Systems Direction
Challenge
Studio Radiance was more than a product launch. It was an opportunity to reframe complexion through a modern, glow-forward lens and reassert M·A·C’s cultural relevance with a new generation of beauty consumers. The challenge was to deliver a global, digital-first campaign that could move at the speed of culture, scale across markets, and perform across paid, owned, and earned channels without fragmenting the creative vision.
Strategy
The campaign was designed as a 360° modular creative system, built to balance cultural immediacy with global scalability. Rather than producing fixed assets, the approach centered on creating a flexible ecosystem of content that could adapt quickly across platforms, formats, and markets.
Key strategic pillars included:
Cultural Acceleration: Partnering with culturally relevant voices to spark immediate conversation and relevance.
Modular Creative Systems: Designing assets that could be rapidly reconfigured for paid media, social, and influencer amplification.
Performance-Ready Creative: Ensuring all assets were optimized for speed, iteration, and conversion across channels.tinedwards.net
Elevating Organic Social through Makeup Artistry
I led Social Creative and worked with M·A·C Makeup artist Netta Szekely, to create a suite of hi-fi social how-to videos to show the instant radiance payoff and depth of shade range. Netta’s videos were some of the top performing owned social assets with views (+17%) and engagements (+8%) greater than averages for overall campaign content
Execution
Creative leadership focused on embedding systems directly into production workflows:
Built a modular asset library that enabled rapid adaptation across global markets and media placements.
Leveraged Figma as a prototyping and iteration tool to test multi-variant video edits and layouts before production.
Collaborated closely with social, paid media, and production teams to ensure creative flexibility without sacrificing brand consistency.
Activated culturally resonant creators, including Sabrina “Tube Girl” Bahsoon, to anchor the campaign in authentic social momentum.
Results
The Studio Radiance launch delivered both cultural heat and measurable performance:
$90M in earned media value, significantly amplifying global reach and conversation.
3.6M TikTok views within the first 24 hours, signaling immediate cultural traction.
2× faster speed to paid media flight through modular creative systems.
+12% improvement in paid media conversion rate, driven by flexible, performance-optimized assets.
The results of this program emphasized the importance of modular creative, especially the global asset ecosystem to provide transparency between global and regional teams. (below for Super Brand Day in China)
Executive Summary
Studio Radiance demonstrates how creative leadership, paired with systems thinking, can deliver high-impact global launches without sacrificing speed, quality, or cultural relevance. By treating creative as an adaptable ecosystem rather than a fixed set of assets, the campaign established a repeatable model for future M·A·C launches that unite brand storytelling, performance, and cultural resonance.
Team Credits: M·A·C Creative (Drew Elliot, Lindsay Bishop, Elyse Siegal, Linette Cheong, Abby Nierman, Adam Collins, Nicole Wang, Yan Sze Li, Jordan Hadley, Nesli Kaplan)
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M·A·C Cosmetics
Design Systems & Creative Leadership