Using a photo-realistic product rendering of a bottle of Essie’s nail polish created in Illustrator, I created an ad campaign to highlight just how many shades Essie has available. I noticed on their website that the breakdown their colors into the following categories: whites, nudes, pinks, corals, reds, purples, blues, greens, yellows, grays, and metallics & glitters. With these categories as a jumping off point I selected an adjective to describe each color category: Opulent Oranges, Bold Blues, Radiant Reds, Captivating Corals, Gorgeous Greens, etc. Once the adjective was selected I used expressive typography that matched that adjective and color’s personality for the ad. For “Bold Blues” used an extra bold sans-serif typeface, for “Opulent Oranges” used a script with extra ligatures. Each ad then features a showcase of the product illustration recolored to match some of the most popular shades in that category.
