Essie Nails – Global Creative Framework
Objective
Develop a scalable creative system for Essie.
Deliver clean, sharp content with global consistency.
Hero best-selling shades and core products.
Ensure adaptability across markets without losing edge.
Develop a scalable creative system for Essie.
Deliver clean, sharp content with global consistency.
Hero best-selling shades and core products.
Ensure adaptability across markets without losing edge.
Art Direction
Built a standardised framework, not isolated visuals.
Defined storyboards, visual language, and environments.
Aligned with Essie’s expressive, identity.
Casting focused on authentic hands and strong nail aesthetics.
Structure designed for global rollout from the start.
Built a standardised framework, not isolated visuals.
Defined storyboards, visual language, and environments.
Aligned with Essie’s expressive, identity.
Casting focused on authentic hands and strong nail aesthetics.
Structure designed for global rollout from the start.
Scalable System Design
Behind the visuals sat a clear production system:
• Flexible environments linked to home environments.
• Mobile-first, format-safe compositions
• Direct, clear product storytelling
System built for easy localisation without dilution.
Behind the visuals sat a clear production system:
• Flexible environments linked to home environments.
• Mobile-first, format-safe compositions
• Direct, clear product storytelling
System built for easy localisation without dilution.
Production Leadership
Led concept, production, and on-set execution.
Directed focus on texture, gloss, colour payoff, and movement.
Captured attitude through hands, gesture, and detail.
Every asset planned for multi-use across campaigns.
Led concept, production, and on-set execution.
Directed focus on texture, gloss, colour payoff, and movement.
Captured attitude through hands, gesture, and detail.
Every asset planned for multi-use across campaigns.
Outcome
• Scalable global framework
• Multi-format assets for international use
• Strong, consistent brand presence
• Streamlined production workflow
• Repeatable system for future launches
• Scalable global framework
• Multi-format assets for international use
• Strong, consistent brand presence
• Streamlined production workflow
• Repeatable system for future launches