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The assignment: We were given a soft teal/blue nail color that came with the shade name "strike a pose-itano", and asked to create a print ad that would launch this color and collection. This print piece follows the current Essie campaign, which consists of an all-white page featuring a witty object & copy line that brings the color to life.
The solve: While I adore the coast of Italy, I knew this project wasn't going to call for me to take a 2 week "research trip" to Amalfi, so I threw on my sunglasses, poured some sparkling water in a wine glass, and got to work. The result was choosing a vintage-inspired camera to "capture" the feel of being on vacation in Italy. Being one of the most photographed spots on any decent Pinterest page, Positano would be an obviously ideal place to strike an envy-worthy pose! We shot the nail color pour on the camera in-studio, and designed the ad around the bold line that is always positioned from Ms. Essie's POV: "the Italian coast? it's my favorite place to strike a pose-itano!"
Essie Print Ad