A powerful response to expectation and contradiction, Me As I Am is a campaign that reclaims the right to simply be. Shot over one week in Jeddah, it brings MAC back to its roots: celebrating individuality, inclusivity, and real expression. At its core are four Middle Eastern women, each navigating a world of impossible standards. Too ambitious. Too emotional. Too made-up. Not enough.

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The narrative reflects the unspoken contradictions they live with and the quiet rebellion of choosing neutrality over performance. Visually, the campaign moves between the cinematic intimacy of a studio powder room and the textured heritage of Al Balad. From the rooftop of Bait Naseef, the palace of the first Saudi king, to the alleys of the old town, Fool Fatah restaurant, and the streets of new Jeddah. Each set mirrors the internal world of the characters: layered, complex, unapologetic. Through photo and video, with scenes grounded in place and emotion, the campaign offers more than product — it offers presence.

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A reminder that femininity is not one form. And that beauty, at its most honest, is being.

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Credits

Director: Amr Ezzeldinn

DOP: Ahmed Bayoumi

Production: Mille World

Set Design and Art Direction: Ibento Bureau