A TO Z OF AALIYAH

i-D x MAC

design direction // socials // photography // graphics

Aaliyah starred on one of the most iconic i-D covers of all time. Shot by Matt Jones for the September 2001 issue, it was a tribute to the woman who’d revolutionized how women in R&B were perceived. 17 years later, i-D teamed up with M·A·C to create a film celebrating Aaliyah’s legacy and her transcendent influence through a non-linear A-Z directed by Cara Stricker.

I was across the project through pre-production, filming and post, each calling on different strengths and challenges.

I designed and set the visual direction for all of the launch assets, shot BTS during filming for client socials, advocated for visual FX needs on set, oversaw all graphic elements through post, visual curation for launch.

UGC CAMPAIGN LAUNCH

MAC & i-D launched the program with a social campaign designed to build on the existing social buzz surrounding #AaliyahForMAC and the new collection.
Promoted via socials, the launch asset introduced the program hashtag (e.g. #AtoZofAaliyah) and served a variety of purposes:

In addition to creating buzz, the launch set the tone for the overall program with visuals and graphic style. It introduced the campaign inspiring dedicated fans to submit for the chance to be in the A-Z of Aaliyah program.