M.A.C. Cosmetics: Trans102

MAC, a cosmetics brand, dispelled the myths and misconceptions about the transgender community in the US by creating a feature-length film and video featuring the stories of seven trans individuals across the country.

Campaign details

Advertiser: M.A.C. CosmeticsAgency: Praytell

The situation: How do we go beyond glam?

In fall 2015 M-A-C Cosmetics launched a collection with recently transitioned superstar, Caitlyn Jenner. The campaign and collection were beautiful, glamorous and rich, but M-A-C knew that Caitlyn's transition experience was far from the norm. Many trans people in this country and across the world face joblessness, homelessness, high health risks and worst of all violence for simply living their truth.

M-A-C asked us, how do we go beyond the glam and dig a little deeper?

We did some digging, here's what we...

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