essie megatrend (un)guilty pleasures
permanent 2023 collection

Tasked with introducing the 6 new additions to essie’s permanent megatrend collection, entitled ‘(un)guilty pleasures’, I developed a an omni-channel paid media campaign. Leaning into essie’s legacy as the color authority in the nail industry, I created emotional moments and connections through the introduction of each new color. Leading with the emotion, I turned to both color psychology and the shade names themselves as inspiration. To bring this to life, I developed a ‘world’ in which each nail polish shade was fully represented. Through our tonal scenes, I wanted the consumer to find their own relatable moments to each color, and to feel encompassed enough in the story to then indulge in their own (un)guilty pleasure.

This built and expanded upon our creative strategy with other collections per the SOW with essie. In result we succeeded in elevating, modernizing, and diversifying our current content and brand storytelling for all digital, social, and print channels and rolled out over numerous countries.

Our deliverables included 4 custom paid media videos in 15s, 10s, and 6s cutdowns, 25 social videos, 41 images, 15 banners, amazon A+ assets, ecommerce and PDP content, and numerous assets brand.com.

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, reported to ECD.

15s Paid Media Commercial

Paid Media Cutdowns (6s)

6s Hero Shade: (un)guilty pleasures
6s Full Collection Spotlight

Organic Social Motion

Social strategy included emphasizing on paid media, and continuing to educate and inspire the consumer with the new permanent collection. This included various types of content including nail art tutorials, BTS iphone footage, color authority trends, and leaning in to the storytelling aspect of the campaign content in bite-size segments for social.
Pinterest, IG, TikTok

Stylized Stills

Organic, Paid, and Campaign Images
Used for print, digital, and social . Ideated and executed in continuity with paid media campaign. The strategy was to demonstrate skin tone range, lean into emotional connection, and demonstrate color takeway. These assets were utilized for full funnel engagement.