DESTINATION:
FABULOUS
CLIENT: M·A·C Cosmetics
Role: Art Director
As Associate Design Director at M·A·C Cosmetics, I led the 360º launch of M·A·C’s first campaign created specifically for the global Travel-Retail sector. Previously, this region relied on general global assets, so it was vital to develop a visual identity tailored to the unique airport environment.
The result was "Destination: Fabulous"—a cheeky take on an in-flight safety video where M·A·C products serve as essential tools to avoid "beauty emergencies." Collaborating with director Nadia Lee Cohen and production designer Britt Porter, we built a custom airplane interior featuring flight attendants in bespoke attire inspired by vintage Mugler and classic PanAm uniforms. By shooting products in-situ with retro props, we created a "glory days of air travel" aesthetic with rich storytelling. The campaign spanned everything from an anthem film and hero stills to global VM and experiential activations. It proved so successful that it sparked two sequels and remainsed a staple of M·A·C’s travel-retail presence for several years.
Concept, art direction & script: Michael Burk. Add’l copywriting: Lindsay Bishop. Video Director & Stills Photographer: Nadia Lee Cohen. Wardrobe: Soki Mak. Hair & wig styling: Sami Knight. Makeup Lead: Caroline Hernandez. Production Design: Britt Porter (Production Designer) & Zac Friedman (AD). Video Editor: Chrissy Rabe. Sound Designer: Tom Goldblatt. Voice talent: Katie McCauley. Sticker Illustrator: Paul Tuller. Production: Anonymous Content & M·A·C. Filming location: Air Hollywood, Los Angeles,.
↑ Watch the campaign video ↑
A RETURN TO
FABULOUS
CLIENT: M·A·C Cosmetics
Role: Art Director
Following the success of the debut, M·A·C Travel Retail partnered with Air Paris to develop a second installment of the Destination: Fabulous campaign. Having transitioned to the agency side, I was able to lead the evolution of the visual identity I helped establish, ensuring the new creative maintained its momentum.
While we kept the winning "in-flight" formula, we elevated the aesthetic with a bolder palette of electrifying reds and magentas, vibrant graphic prints, and the introduction of a M·A·C pilot to join the iconic flight attendants. Working with director Lacey and photographer Matthew Chaves, we produced a fresh anthem film and a suite of dynamic product stills designed to pop in high-traffic airport environments. The campaign launched globally across digital, social, and experiential channels, successfully extending the energy of the original Destination: Fabulous world.
Client: M·A·C Cosmetics Travel Retail. Agency: Air Paris NYC. Art/Creative Direction: Michael Burk, Bike Bayer & Kaity Wong. Graphic design: Michael Burk. Anthem video & images: Lacey. Video Edit: Mary Carl. Product photography: Matthew Chaves. Animation: Siling Zhao.
↑ Watch M·A·C Destination: Fabulous 2.0 (Director’s Cut) ↑
