essie: nail the grind at new york liberty
As an extension to the "Nail the Grind" campaign developed for essie and the New York Liberty as the coming together for a game-changing partnership, we concepted and executed an engaging consumer activation at the New York Liberty home game translating gel by essie’s dopamine-filled shade launch into a playful, culturally relevant sports moment. This campaign extension evolved into a live arena experience—blending beauty, fandom, and joy at scale. The activation invited fans to interact with the brand through bold color moments, immersive touchpoints, and share-worthy content, reinforcing essie’s playful spirit while expanding its presence within women’s sports culture.
Team: Group Creative Director: Ariel Zuckerman | Associate Creative Director: Amanda Jacobs | Senior Art Director: Briana Guin | Junior Art Director: Joanne Zhang | Graphic Designer: Yiwen Tu
