YEAR
2026
YEAR
2026
ABOUT THE PROJECT
A personal campaign concept for essie’s shade “unsalted”, exploring a fresh, minimal visual direction inspired by the softness and familiarity of everyday materials.
CLIENT
ESSIE
YEAR
2026
SERVICES
Photography, Creative Direction, Set design, Video Editing
(01) THE FOUNDATION
THE SEARCH
The meaning and associations of “unsalted” as a starting point.
THE IDEA
Rooted in the name “unsalted”, the concept draws on butter as a visual and textural reference. Melting and fluid, it mirrors the texture of the polish while introducing a soft, sensorial quality.
(02) THE IDENTITY
VISUAL LANGUAGE
Clean, minimal compositions combined with soft, fluid textures. A visual language that feels simple, tactile, and effortless.
COLOR PALETTE
Buttery yellows and toasted tones, contrasted with cool metallic surfaces. The contrast creates a dialogue between warm, buttery tones and cool metallic surfaces.
(03) THE STRATEGY
THE AUDIENCE
For those who appreciate an elegant yet simple everyday style— effortless, clean, and understated.
THE VALUES
Soft / Effortless / Tactile - the anchors that shaped everything from content themes to visual tone.
ART DIRECTION
A visual world defined by softness, minimalism, and texture. A restrained, creamy palette places focus on color and materiality. Clean compositions are balanced with close-up framing and tactile elements, creating a quiet tension between simplicity and playfulness.
SET & MATERIAL
Butter is used as a central material, melting and fluid, echoing the texture of the polish. Paired with bread, it introduces a sense of the everyday: simple, familiar, and subtly appetizing. Combined with cool metallic surfaces, the set creates a contrast between warmth and freshness, softness and structure.
(04) THE RESULT
OUTCOME
The name moves beyond words, into taste, texture, color, and feeling.
A soft, tactile visual world that translates “unsalted” into a sensorial experience.
