MY ROLE:
After successfully securing MAC Cosmetics as a client for The Travel Agency's groundbreaking 40th anniversary campaign - starring Paris Hilton and a constellation of top influencers - the agency built on this momentum by unveiling a daring, multi-phase algorithmic initiative. This bold endeavor invited the world to unite under the powerful declaration: "I Wear M·A·C."
THE WORK:
The Internet Wears MAC.
During NYFW, Travel Agency followed up with an experimental campaign of “algorithm hackers.” This was part of a multi-phase effort to invite culture to say “I Wear M·A·C.”
These “influencers” weren’t clouted in beauty and fashion but were generating big engagement on Explore and FYP pages. @TodayIAmGrateful humbly posts each day about the things he has gratitude for. @LaItalianPrincess reviews Italian sandwiches and sodas. @Juicyphobicz is an emerging style icon with a maximalist “McBling” aesthetic.
These creators represent the alt-future of influencer partnerships. The algorithm is constantly platforming niche personalities. And passionate, cult fanbases get excited when brands catch on and have the intuition to include them in their world.
