MAC Takes Its Studio Radiance Skin Tint Stick Launch to Sydney With Hatrik House

The launch brought the complexion product’s 20-shade offer into a physical setting with campaign portraits, branded product installations and a sundown-to-evening format. MAC’s official campaign film describes the product as a serum-and-skin-tint hybrid and confirms the 20 flexible shades.

The film credits Zhong Lin as director and photographer for the global campaign. The Sydney pop-up used that campaign identity across an exterior structure, display surfaces and product presentation. The repeated portraits and We All Wear MAC branding gave the event a common visual language with the wider launch.

The operating role of this kind of local activation is to translate a global campaign into an experience in a specific market. Here, the product range and the campaign cast provided the material for a spatial presentation, while the Sydney setting supplied the local context.

The event therefore adds a distinct activation chapter to MAC’s existing skin-tint launch. Our earlier reporting on the campaign and product covers the broader introduction; the Sydney story concerns its physical execution and credited agency.