WHAT’S YOUR
MANI-TUDE?

For O·P·I’s Fall 2025 collection, we leaned into the "now-stalgia" trend with What’s Your Mani-tude?—a 360° campaign that reimagines iconic 90s cultural moments through a modern lens. Collaborating with Editorial Director Jessica Druck, I helped develop the concept and messaging, drawing heavy inspiration from the fashion trends we experienced firsthand as Millennials.

The campaign’s central graphic motif was a series of custom branded stickers I designed, modeled after my own childhood collections. These visuals were used across all collateral to drive marketing objectives and add a playful, tactile energy to the launch. The collection featured 12 shades in both Nail Lacquer and professional GelColor formulas, alongside OnPoint and xPRESS/ON press-on sets.

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.