Black is widely regarded as the colour of rebelliousness and nonconformity, and is commonly associated with words such as ‘brave’, ‘bold’ and ‘daring’; this campaign challenges this sentiment, through four characters with unique personalities and styles, using black in ways that showcases their individuality and unique style.
In a bold new collaboration, Lick and M·A·C have come together to celebrate the colour black, showcasing how it is the ultimate colour for self-expression and one that no one should hesitate to experiment with.
In celebration of the 40th anniversary of M.A.C, inspired by their iconic branding and the recent of M.A.Cximal Silky Matte Lipstick in the shade Caviar, we have created M.A.C Black 40, an exclusive limited edition black paint. This rich, matt jet black is elegant and versatile, making it the perfect choice for anyone who wants to embrace black in their home.
For minimalists and maximalists alike, M.A.C Black 40 is the one colour that fits all.
The campaign led to a 340% increase in sales of black paint at Lick during the month it was active.
One colour fits all
Lick x M.A.C Cosmetics
Team
Creative Director: Phil Vincent
Marketing Director: Joanna Moura
Head of Content: Ed Conder
Director of Interior Design:
Tash Bradley
Designer: Sonia Royo
Junior Designer: Zoya Singh
Production: Harriet Rosen
Photographer: Ben Madgwick
Photographer: Oli Douglas
Videographer: Josh Street
Director of Makeup Artistry:
Dom Skinner
Props Artist: Alex Raynbird
Stylist: Kelly Ann-Huges
Brand Manager: Izabel Stocks
Head of Social: Amie Caswell
Content Manager: Erin Floyd
Collaboration: Grey
As a junior designer on the creative team at Lick, I played a supporting role and helped to create collateral for the organic and paid channels for this campaign.
I helped to ensure the smooth roll out of the campaign across multiple touch-points such as Meta, Google, Pinterest and TikTok ads as well as collateral for the website and CRM.
I also created a hand drawn pattern that was recreated using paint on one of the interior walls for the 'artistic' makeup and interior look.
