Watch · M·A·C TV — Fashion Week, reported in real time
M·A·C did not believe in paid media. So I made the brand the thing people followed instead. I turned Mercedes-Benz Fashion Week into a live series and reported it in real time, the way a creator would.
Watch · M·A·C TV — Fashion Week, reported in real time
M·A·C built its name backstage, on artistry, decades before social existed.
The brand did not run paid media. Every result had to come from creative innovation and the behavior of a real community.
Fashion week was the one moment the whole industry watched at once. Brands treated it as a photo op. I treated it as a live event we could own, if we could move at the speed of the feed.
We built a newsroom inside fashion week. A lean crew across the big four cities, cutting every runway recap and posting it within three hours of the show.
Three Stories and four in-feed posts a day. Every day. For thirty days straight. The brand stopped announcing the trends and started breaking them.
Speed, relatability, and taste were the tipping points. M·A·C became the beauty brand the world tied to Mercedes-Benz Fashion Week.
→ Identify the trend, live
→ Shoot on iPhone, backstage to front row
→ Cut and caption in under three hours
→ Three Stories + four posts, daily
→ Thirty days, four cities, one feed
→ On a $20,000 budget
Brand sentiment climbed season over season. Six seasons in, the format had paid for itself many times over and turned a cost center into a revenue line.
Most brands show up to fashion week. We reported it.