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BE BOLD campaign inspiring customers to express themselves with a new line of neon shades


The goal of this campaign was to shift Essie’s advertising tone to target women ages 16-24 who are not afraid to be bold, colorful, and change their look often. Essie aims to inspire their audience to be the most expressive version of themselves. The colors were advertising a new line of neon shades.

The campaign vision was executed using visual techniques such as motion and high contrast, while taking inspiration from the drip elements in previous brand ads. 

Be Bold Campaign Rollout

The typography design emphasizes the new nail polish shades, and inspires the audience to be the best version of themselves. Be Bold included a multi-tired rollout across print, digital, and OOH mediums.


Photography and Art Direction by Goodaesthetic in 2021.

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