Essie — The Naming Department Series

Turn over a bottle of nail polish in the salon. The names are always funny. Jamaica Me Crazy. Sand Tropez. Butler Please. As a copywriter, I've always been one to ask: Who names these things anyway? (And how can I get that job?) Turns out, this question isn't so uncommon. Through social listening, our team at Code & Theory found out that Essie loyalists were wondering who was behind the crazy shade names. So why weren't we telling this story? Our opportunity came in the form of a Google x Youtube Lab. There, Essie was challenged to create engaging and creative hub content (agnostic to promotions or product launches). The budget was tight and the timeline even tighter. $25k in two months. Two youtube episodes. 1 big idea. Immediately, our teams rallied around the simple strategy: "Who Names These Things Anyway?" and thus, the fictional Essie Naming Department was born. The comedy series is currently up for a few awards. We've been written up in Ad Age. And the series won 1st place in the Youtube Lab challenge at L'Oreal.

Project Roles
Copywriter, Creative Director
Conceptual, Copywriting, Creative Direction, Storyboarding
Branded Content, Commercials - Video, Social Media Content
Project Industries
Essie — The Naming Department Series
Essie — The Naming Department Series