WHAT’S YOUR
MANI-TUDE?

For their Fall 2025 nail collection, the O·P·I team wanted to jump on the now-stalgia trend and take a trip back to the 90’s. What’s Your Mani-tude? is a 360° campaign inspired by iconic 90’s cultural moments, modernized with current trends in fashion, beauty & nails.

Editorial Director Jessica Druck and I had fun collaborating on the overall concept & messaging of the campaign, which was largely informed by the 90’s fashion trends that we as Millennials lived through. I designed a series of branded stickers based on memories of my own childhood sticker collection, and these became the major graphic motif across all campaign collateral– used both to add visual interest and to communicate marketing objectives. The collection included 12 shades of Nail Lacquer, 12 shades of GelColor (professional formula), as well as packs of OnPoint and xPRESS/ON artificial nails.

Campaign deliverables include: Hero campaign imagery · Stylized product shots & formula swatches · Collection line-ups · Social content (Reels, Stories, Facebook, Pinterest, etc) · Visual Merchandising (store fixtures, countertop displays) · OOH (posters, ads) · Digital content (emails, ads, blog posts, education, e-comm) · Nail Art (design concepts, tutorials) · Packaging

Creative/Art Direction & Design: Michael Burk. O·P·I Director, Global Editorial: Jessica Druck. Model Photography: Anna Koblish. Wardrobe Stylist: Lana Jay Lackey. Hair: Marcia Hamilton & team. Makeup: Matthew Fishman & team. Nail Techs: Bana Jarjour, Vanessa Mccullough & Lisa Wong. Product Photography: Stephanie Gonot. Prop Stylist: Amy Taylor. O·P·I SVP/GM: Rekishia Jessup. O·P·I Chief Creative Officer: Sandra Monteparo. O·P·I Associate Directors of Marketing: Rachel Brenner & Brooke Johnson. O·P·I Senior Designer (packaging, VM): Nick Hendrickson. O·P·I Global Education: Heather Reynosa. O·P·I Design Director (Social): Sia Demehri . O·P·I Senior Digital Designer (Social): Danielle Maric. O·P·I Executive Producer: Christina Thornton.