Last December, MAC confirmed Lady Gaga as its next VIVA GLAM spokesperson.
A week ago, the cosmetics brand began rolling out its extraordinary campaign on the product and the Gaga partnership, aimed at fighting HIV/AIDS worldwide.
In the first video released, a silent film of sorts, Lady Gaga stars in a slightly eery, whimsical role but balances its weirdness with a rallying cry to her “little monsters” on the VIVA GLAM website.
Since 1994, the MAC AIDS Fund has raised more than $190 million for the cause. Shop the collection.