Essie
As the creative lead, I oversaw the art direction for Essie’s social media and e-commerce refresh as part of a major brand evolution. Across multiple production-focused campaigns, we shot both stills and videos in a studio setting, capturing lifestyle imagery with talent alongside product photography. The goal was to elevate Essie’s visuals with a refined, editorial aesthetic while preserving the playful spirit that defines the brand.
campaign development | art direction | production | post-production
The challenge
As a well-established brand, Essie wanted to refine its approach to social and e-commerce content, moving toward a more luxe, editorial aesthetic without losing its signature charm. But big shifts don’t happen overnight, so instead of a drastic overhaul, we took a thoughtful, step-by-step approach, evolving the brand’s look through multiple campaigns over the course of a year.
The approach
To make the transition feel natural, we built narratives around each new launch, transforming simple ideas into engaging stories. This approach allowed us to craft assets that didn’t just showcase the product but created a deeper emotional connection with the audience, bringing Essie’s refreshed identity to life in a way that felt intentional and effortless.
Gel Couture
For the launch of a vibrant new collection, we developed a library of colorful, engaging content, ensuring each shade was accurately represented. By using clean, white reflective surfaces, we made sure the collection's vibrancy really popped.
To the rescue
Snow White
Evergreen content
In addition to concepting content around new product launches, we’ve produced evergreen content for both social and e-comm.
Creative team & crew
Creative Director: Sidney Huang
Art Directors: Kamil Szczepaniak & Lauren Abbazio
Dir. of Project Management: Rita Horvath
Producer: Katya Varzar
Photographers: Lucas Zarebinski & Kevin Cremens
Dir. of Photography: Nick Korompilas
Prop Stylist: Kounthear Kuch