essie

For essie’s DMI team, I developed a full service content roadmap. Leveraging essie’s legacy as the color authority, we expanded on current brand storytelling—modernizing, elevating and scaling content with a goal of creating connection through color.

Each year essie launches 30 collections each featuring 6 new nail polish shades. Tasked with developing original creative ideation, strategy, assets and execution for each collection through numerous full-service production shoots as their creative partner. I lead everything from ideation, to production, to creating content for all channels for numerous international markets for all levels of the funnel. Additionally through high-speed and volume the challenge was to drive relevancy and speed-to-market through innovation. By using my personal creative expertise, I expanded upon their current digital content, led iphone-first productions (a new development at it’s time), elevated best practices, and demonstrated effective social and creative strategy resulting in high performance and ROI.

DELIVERABLES
18 Paid Media Motion, 666 Ecom Static Images, 459 Ecom Motion, 471 IG Feed, 207 Pins, 47 TikToks, 264 Motion, 132 Bonus Static Images
PLATFORMS
Brand.com, Amazon A+, Pinterest, Instagram, TikTok

Our partnership resulted in the creation of 2264 total new assets

Art Direction // Paid Media // Creative + Social Strategy // Production // Post Production // Organic Social // Brand.com // Ecommerce
Creative lead, ideated and executed entire concept. Worked in tangent with production and post-production teams, oversaw designer and copywriter, reported to ECD.

Word On The Street: expressie quick-dry collection

Full collection campaign imagery

Wrapped in Luxury: Winter 2022 Collection

Full collection campaign imagery

Organic Social Motion: ASMR, full collection story telling, Nail Art Tutorials for TikTok + Organic Social

Holiday 2022

Featuring best selling shades and products in 5 unique gift sets, we created 5 distinct visual identities and set designs for each consumer type. Deliverables included social stills and motion, tiktok, brand.com, ecom PDP, in-store. Launched in US, NE, DE, and EU.

Care

Featuring the launch of 3 new at-home essential products to best care for your manicure at-home we were tasked with launching 3 NEW products and to create 3 custom visual territories. We were also tasked with updating imagery and motion assets for all existing care family shots, products, accessories and more for a modern refresh. Final deliverables included assets in addition to designing content for the following platforms: Instagram, TikTok, Brand.com, Email, Ecom PDP Amazon A+, Amazon Storefront, In-Store and Print.

On-A-Roll Cuticle Oil we developed a bright and vibrant orange atmosphere. In addition we emphasized the apricot ingredient and utilized it in our propping, set design, and texture visuals.

Stay Longer, a long lasting top coat meant to extend the life of your manicure, we leaned into the shiny look and feel of the texture in addition to the red label for a more moody visual territory.

Hard to Resist, a nail strengthener, we used a prism light technique in addition to the franchise’s blue color. This demonstrated strength and was inspired by the light fragmentation that is created by diamonds.