O·P·I Brand
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
How It Came to Life
Executing against the brand pillars of color, expression, professional expertise, and community, I implemented a new brand look and feel which balanced a playful tone with science driven innovation. I established new brand guidelines and oversaw implementation of a new visual identity. This encompassed an overall shift in imagery, more inclusive casting featuring ethnic, gender, cultural, and size diversity as well as a revamped content strategy and customer journey across digital, physical, and social channels.
“My Me Era” Campaign, Summer 2024
Photographer: Clara Balzary
“Me, Myself, and OPI” Spring 2023 Campaign
Photographer: Daniel Thomas Smith / Director: Jillian Iscaro
“Metallic MegaMix” Fall 2024 Campaign
Photographer / Director: Brooke Nipar
Innovation
As a leader in the nail category, many of OPI’s product launches included industry-first product innovations, requiring extensive technical storytelling to drive the point of difference to the customer while stile maintaining a focus on vibrancy and color.
Repair Mode & Nail Envy / Director: Spencer Higgins
Infinite Shine Restage / Director: Joshua Steen
GelColor Restage / DIrector: Sebastian Mader
Brand Collaborations
During my tenure at OPI I oversaw multiple brand collaborations which generated customer excitement and industry awards. Collaborations included OPIxBarbie the Movie, OPI x Hello Kitty, and OPI x XBox, as well as a supporting the creative community through a digital art series with 100% of funds raised going to the artist. OPI x Barbie the Movie went on to win the coveted Gold Clio Award in the brand collaborations category.
OPI x Barbie the Movie
Photographer: Stephanie Gonot
OPI x Xbox
Photographer: Zen Sekizawa
OPI x Hello Kitty 50th Anniversary
Photographer: Cydney Cosette
OPI Digital Art Initiative
Artists: Jessica Ticchio, Mikaela Stafford, Serwah Attufuah