O·P·I

Photo: Barbara Doninnelli

As Global Head of Creative at OPI, I led a restage of the brand to reposition the brand platform to drive relevance with younger, Gen Z and millennial consumers.  Led by consumer insights, strategy, and deep learning from social media, I drove the brand from a staid, conservative positioning with little relevance to the target customer, towards a more youthful, vibrant, and more relevant point of view  and brand voice to reflect an expressive and more diverse customer base.

Photographers: Clara Balzary, Daniel Thomas Smith, Anna Palma, Barbara Donninelli, Sarah Silver, Keate, Alex Freund

Redesign

As a global brand, OPI required a robust style guide in order to ensure brand consistently across international markets. I led internal and external teams in creating a master brand book, style guide, tone of voice guide, as well as channel specific style guides for digital media and visual merchandising.

Color Collections &
Collaborations

As a brand based in color, OPI’s seasonal color collections are at the heart of the brand. In order to reach the design target and bring the brand house to life, I worked with internal teams to shift from a print based mindset to a digital and social first mindset. The campaigns featured several brand firsts in areas of gender, size, and ethnic diversity, as well as the brand’s first community co-created campaign, a brand produced music video, an ongoing partnership with The Trevor Project, media partnerships with Wicked, Hello Kitty, Xbox, and Clio Aware winning collaboration with Barbie the Movie.

SP23 Me Myself and OPI

Director: Jillian Iscaro

SU24 My Me Era / Pride

OPI x Hello Kitty

Photographer: Cydney Cosette

OPI x Barbie the Movie

Photographer: Stephanie Gonot

OPI Digital Artist Series

Artist: Serwah Attafuah

Artist: Mikaela Stafford

Artist: Jessica Ticchio

Innovation

As a leader in the nail category, OPI also launched several innovations, from the world’s-first nail serum, Repair Mode, to several product line reformulations and restages for GelColor, Infinite Shine, and Nail Envy, as well as commercial innovation, entering the artificial nails and quick dry nail polish categories with Gen Z targeted campaigns..

Repair Mode

Nail Envy

Director: Spencer Higgins

Infinite Shine

In relaunching OPI’s top selling Infinite Shine longwear nail lacquer, the customer needed to be introduced to new packaging and a new formulation. We communicated the points of difference through a series of socially-native science explainers which were launched on the brand’s owned TikTok and Instagram. The videos outperformed and were the top-performing posts of the year, with over 1M views, over 25x the average for the brand.

Director: Alex Freund

On Point

Director: Baldomero Fernandez