Pat McGrath’s first makeup launch needed to feel less like a product release and more like a cultural happening. As one of the most influential makeup artists of our time - celebrated for her fearless use of color, experimental textures, and transformative vision - her debut collection had to live up to the magnitude of her artistry. It wasn’t just another product drop, it was the moment the industry had been waiting for.

Our task was to translate Pat’s singular style into a campaign that built mystery, drove anticipation, and positioned Gold_001 not just as a pigment, but as a cult object.

Enter SMEARGOLD: an elusive, hype-driven concept centered on exclusivity, intrigue, and gold as a symbol of power and transformation. The launch ecosystem spanned a countdown microsite, wild postings, social teasers, and influencer seeding, all designed to blur the line between editorial and ecommerce. Every touchpoint was designed to ignite desire: I need to get my hands on this.