Essie

Essie — Global Scale Campaign
I served as the creative lead for Essie's major transition campaign following its acquisition by L'Oréal, guiding the brand's shift from a boutique salon favorite into a global mass-market retail staple. Inspired by the founder’s lifelong love of nuanced color, our strategy focused on heroing Essie's most iconic shades in a visually arresting way. By balancing large-scale commercial expansion with intimate, authentic storytelling, the resulting visual identity successfully captured a massive audience while staying entirely true to the brand’s cult-classic heritage.

LAUNCH CAMPAIGN

GLOBAL CREATIVE DIRECTOR: JANE MAUKSCH
MY ROLE: ASSOCIATE CREATIVE DIRECTOR
COPYWRITER: GRACE CHU
RETOUCHER: NORKIN
AGENCY: GOTHAM

MY ROLE: CREATIVE DIRECTOR
PHOTOGRAPHER: DARRIN HADDAD
RETOUCHER: NORKIN
AGENCY: GOTHAM

DIGITAL VIDEOS

Essie’s well loved print campaign WAS FUN TO CONCEPT INTO SHORT DIGITAL PIECES.