Creative + Packaging Design

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 very different 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 – and inspired by their iconic branding and the recent launch 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, in the same way they do in their style, creating spaces that reflect their unique personality. 

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.

Creative Director: Phil Vincent
Marketing Director: Joanna De Moura
Head of Content: Ed Conder
Director of Interior Design: Tash Bradley
Production: Harriet Rosen from One Production
Photographer: Benjamin Madgwick
Photographer: Oli Douglas
Videographer: Josh Street
Director of Makeup Artistry: Dom Skinner
Props Artist: Alex Raynbird
Stylist: Kelly Ann-Huges
Nail Artist: Jasmin Samavati
Brand Manager: Izabel Stocks
Head of Social: Amie Caswell
Creative & Content Manager Erin Floyd
Designer: Sonia Royo
Junior Designer: Zoya Singh
Collaboration: Grey