ESSIE

TO THE RESCUE, GEL COUTURE, BOHO RODEO & READY PREP GO CAMPAIGNS

Essie wanted to elevate its social and e-commerce content with a more refined, editorial style while keeping its signature playful energy. I led the creative vision, shaping cohesive assets that deepened audience connection and brought the brand’s personality to life.

THE CHALLENGE
Essie wanted to modernize its social and e-commerce presence, moving toward a more refined, editorial style while retaining the playful, approachable energy that defines the brand. The challenge was doing this without alienating existing fans or losing the brand’s signature identity, essentially balancing sophistication with fun across multiple campaigns throughout the year.

STRATEGY
We approached this as a phased, strategic refresh rather than a complete overhaul:

  • Developed a visual system that could evolve over multiple campaigns, ensuring consistency while allowing creative flexibility.

  • Guided the photography and video production to capture both lifestyle storytelling and product-focused imagery that reflected Essie’s unique brand personality.

  • Applied art direction across all touchpoints, social, e-commerce, and campaign assets, to maintain a cohesive, recognizable aesthetic.

SOLUTION / CREATIVE

  • Oversaw concept development, shoots, and post-production for multiple campaigns.

  • Designed and curated content that balanced editorial sophistication with playful, approachable visuals.

  • Created a library of reusable assets that allowed Essie to maintain quality and consistency across channels while producing new content efficiently.

IMPACT

  • Elevated Essie’s visual identity, strengthening brand recognition and appeal to both existing and new customers.

  • Established a scalable visual system that could support ongoing campaigns, making future production faster and more cohesive.

  • Delivered content that deepened audience engagement and reinforced the brand’s personality across all platforms.

MY ROLE: ART DIRECTOR
CREATIVE DIRECTOR: SIDNEY HUANG
ART DIRECTOR: KAMIL SZCZEPANIAK
DIRECTOR OF PROJECT MANAGEMENT: RITA HORVATH
PRODUCER: KATYA VARZAR
PHOTOGRAPHERS: LUCAS ZAREBINSKI, KEVIN CREMENS & ADAM FRIEDLANDER
DIRECTOR OF PHOTOGRAPHY: NICK KOROMPILAS & HAI NGO
PROP STYLIST: KOUNTHEAR KUCH

CONCEPTING | CREATIVE TREATMENT | LIVE ACTION PRODUCTION | POST-PRODUCTION

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