essie

Campaign

For the past 10 years, essie’s visual identity remained unchanged, and a refresh was long overdue. While the brand relied on props to convey color stories in their print ads, they had lost sight of their core message: a true obsession with color. essie boasts the largest color collection in the industry, and its devoted fans are passionate about the subtle differences that make each shade unique. Our rebrand puts the spotlight back on the colors themselves, using vibrant collage art to craft a playful, textured narrative that celebrates essie's most obsessed-over shades.

Client

As the Art Director on this project I aided Creative Directors in concepting the new look for the brand. To bring it to life I created mockups, storyboards, attended shoots, and oversaw editing and finishing.

My Role

I worked on

✦ Ideation
✦ Moodboards/mockups
✦ Casting
✦ Styling
✦ Story Boards
✦ Shooting
✦ Editing
✦ Retouching

CD Art: Maria Barreto + Lindsey Katon
CD Copy: Nicole Drinkwater + Haley Ray
ECD: Leo Leone
Agency: Barbarian
CGI and Animations: Method Studios
Retouching: Pistol Studios

Team

Where we were

For 10 years Essie's advertising had been exactly the same. They were visually and conceptually stuck with the paint pour. It lacked the color obsession message the brand had become known for and relied on random props to tell the story.

Our platform:

A tribute to our loyal fan base, the #Obsessies, 'Obsess With Us' positions essie as the ultimate color authority. This platform invites fans to immerse themselves in a vibrant visual language that celebrates their shared passion for color and brings Essie’s world of obsession to life.