ESSIE

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

Building distinct visual worlds for Essie’s seasonal collections, translating campaign names into cohesive, story-driven creative systems.

Each Essie seasonal collection began with a high-level campaign name or theme. My role was to develop the concept, narrative, and visual language that would bring each collection to life—transforming abstract ideas into expressive worlds that felt playful, editorial, and unmistakably Essie.

I led the art direction across still and motion, defining color palettes, lighting, textures, composition, and pacing to shape a distinct identity for each collection while maintaining cohesion across the broader brand. The creative direction extended across product and model shoots, as well as social-first video content designed to capture attention quickly and communicate story in-feed.

The resulting campaigns elevated Essie’s seasonal launches from standalone product moments into immersive, shareable experiences. Each collection functioned as a complete visual ecosystem—distinct yet scalable—providing a repeatable framework for future campaigns across digital and social platforms.

CREATIVE DIRECTOR: SIDNEY HUANG
ART DIRECTORS: LAUREN ABBAZIO & 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