expressie / Seize The Minute

Seize the minute. Wait for nothing. For the first time ever, essie was dropping a quick-dry polish, designed to dry in under a minute. In advance of this much-anticipated global product launch, we were tasked with creating the visual world of expressie, focusing on a hero, celebratory 60 second spot. (When it’s over, your nails will be dry.)

The concept was to make a campaign that looked and felt as fast as this polish dries. And in another first for essie, we featured real people shot on location. Every second is packed with speed, spontaneity, and color - reflecting the expressie audience and everything that makes this polish the shiniest new thing.