M•A•C H E X
M•A•C H E X for HALLOWEEN 2024
Experiential Conception, Development, Design, ExecutionM•A•C Cosmetics selected THE UMBRELLA to concept, design, & execute their Halloween 2024 event and corresponding marketing strategy. We collaborated with the M•A•C North America team to bring M•A•C HEX to life at the National Arts Club in Gramercy Park NYC.
digital 360 concepting & designThe Umbrella proposed the HEX concept to M•A•C and developed it into the project title, logo lockup, and produced the art-direction for M•A•C North America’s Halloween season campaign.
Web banners
Social teasers
The HEX concept was deployed on the M•A•C North American landing page, socials, newsletters and in-stores. The hashtag #machex became a repository on Instagram for countless customers and influencers using the looks as inspiration for their own Halloween looks.
Newsletters
Web product pages
THE EVENTWe designed a series of guest facing installations, performances and content-capture experiences for M•A•C’s guests. Working with a team of dozens of designers, artists, fabricators, costume designers, & production personnel, The Umbrella developed the experience down to the smallest detail and brought it to life.
THE IMMERSIUM275 VIPs were invited to the National Arts Club, an exclusive grand mansion located in Gramercy Park, where superstitions came to life through immersive vignettes and live performances.
The evening showcased modern takes on beauty rituals, world superstitions, and performances blending the past and present.
Highlights included vignettes such as a séance, a tea leaves reading, a spooky two way mirror, a crystal ball photo moment, one-on-one acts and a fortune teller experience.
THE DANCE-FLOOR
The night reached its peak as the grand ballroom doors dramatically swung open, unveiling a stunning surprise dancefloor.
Guests stepped into a space alive with energy, where DJs Odalys and Sky Jetta set the mood with electrifying beats. The evening culminated in a show-stopping live performance by Yves Tumor, leaving the crowd mesmerized and the dance-floor buzzing.
We created three different visual moods of historical etchings of superstition, fear & the unknown as well as live feed of the crowd that were VJ’ed on a circular 12’ LED wall backdrop.
live content captureWe collaborated with BFA and HYPNO to create premium instant branded content for VIPs to simply pose in the space, capture their video, and scan a QR code to download and share on their socials.
M•A•C notable guests include:
Mei Pang, Lourdes Leon, Clermont Twins, Alex Consani, Francesca Scorsese, Alicia Gutierrez, Amanda Lepore, Cleotrapa, Alexa Losey,Ana Zortea, Cameron Hill, Dana Rose, Karina Bik, Maryam Maquillage, Samantha Randazzo, Samira Ahmed, Uche Natori, Christine Abraham, Dawn and Dilone.
PRESS
Client
Estée Lauder / M•A•C Cosmetics
Creative Direction & Production
THE UMBRELLA
Photography
BFA — Brendon Cook
BFA — Jason Crowley
Cobra Snake
GP Selvaggio
Larufoto
When
October 29, 2024
Where
New York City
Services
Creative Direction
Branding
Project & Event Management
Event Production
Location Scouting
Technical Direction
Content Capture & Post-Production
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