Essie - AI With Taste
The brief
Bring Essie's assets to life using GenAI.
The challenge? Make it feel effortless, elegant, and very much not AI. I led creative direction across a series of TikTok films, each one crafted using only what the brand already had: static assets, colour cues, and iconic Essie energy.
From cherry lacquer towers to nail polish on whipped cream jelly, these were not just content experiments. They were aesthetic tests.
Could AI work within the codes of beauty?
The results
These films were posted to Essie's TikTok page and received a combined 38K views and counting. Proof that generative AI can hold restraint and sit comfortably inside the codes of a global beauty brand.
38KCombined views across the Essie TikTok films
