The Insight
01
Nude nails were having a moment. With trend forecasting pointing to a renewed appetite for barely-there shades, OPI was ready to give the people what they wanted.
But in a sea of neutrals, how do you make another nude collection impossible to ignore?
The Strategy
02
We took the idea of nudes somewhere a little less expected.
Instead of playing into the usual understated, barely-there beauty narrative, we leaned into something bolder: confidence, self-expression, and the irresistible urge to show off.
These weren't nudes to keep to yourself. They were nudes worth leaking.
The Big Idea
03
NUDES WORTH LEAKING.
An intentionally provocative campaign built around one simple idea: when your nudes look this good, you want everyone to see. No accidental leaks. No apologies. Just really good nudes, shared on purpose.
04
The Creative
04
The Ecosystem
Made to live everywhere. Social. Digital. CRM. Retail. PR. Every expression connected by one story.