MAC Made Me
Category
Creative Direction / AI Experimentation
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MAC Made Me explores the intersection of beauty culture, identity, and generative AI through an interactive digital experience. I developed the concept, visual direction, and web experience, using AI as part of the creative process rather than the final product itself. The project examines how technology can reinterpret the visual language and cultural influence of an established beauty brand.
Pretty Was Getting Boring.
MAC has never been interested in behaving. From drag icons and boundary-pushing campaigns to its long history of celebrating self-expression in all its forms, the brand built its legacy by being loud when beauty wanted to play it safe.
Then came Brat Summer: messy, hedonistic, electric, and proudly imperfect. MAC Made Me imagines what happens when that same energy hits the beauty counter—rejecting the polished “clean girl” ideal in favor of something bolder, stranger, and a lot more fun.
Brat is for Everybody.
Brat wasn't about looking perfect. It was about being confident enough not to care if you did.
I developed MAC Made Me as a digital campaign concept where MAC's unapologetic history collides with Brat Summer's acid-green, after-hours attitude.
Bold typography, intentionally imperfect imagery, generative AI, and an interactive web experience create a world that feels excessive, synthetic, playful, and just a little unhinged.
AI became part of that visual language rather than a tool for manufacturing perfection. The strange edges, unexpected results, and imperfections became part of the point—because beauty gets much more interesting when everyone is invited and nobody has to be flawless.
Clean Girls, Look Away.
MAC Made Me celebrates beauty that's too loud, too messy, too much—and completely comfortable with it. It's a love letter to two cultural attitudes built on refusing to shrink themselves: MAC's decades of fearless self-expression and Brat's invitation to embrace the chaos.
Glossy. Acidic. Hedonistic. Imperfect.
