essie: nail the grind

We concepted and executed the "Nail the Grind" experience at Barcely’s Center, extending essie's existing campaign while celebrating the brand's partnership with the New York Liberty. This dynamic consumer activation showcased gel by essie's dopamine-inspired shades through an interactive fan experience that seamlessly blended beauty with women's basketball culture. The experience invited guests to participate in play-to-win games, capture share-worthy photo moments, and immerse themselves in the energy and excitement of New York Liberty fandom.

TEAM: Group Creative Director: Ariel Zuckerman | Associate Creative Director: Amanda Jacobs | Senior Art Director: Briana Guin | Junior Art Director: Joanne Zhang