Through social listening, our team at Code & Theory found out that Essie loyalists wondered who was behind the crazy shade names. So why weren't we telling this story? Our opportunity came in the form of a Google x Youtube Lab. There, Google and Youtube challenged Essie to create engaging and creative hub content (agnostic to promotions or product launches). The budget was tight and the timeline even tighter. $25k in two months. Two youtube episodes. 1 big idea. 

Immediately, our teams rallied around the simple strategy: ‘Who Names These Things Anyway?’ and thus, the fictional Essie Naming Department was born. As the creative lead on this project, I feel like it's worth mentioning that until the launch of these videos, Essie had never featured faces or acting talent before — only hands. Lots of hands.

So, my job was to sell the clients on this category breaking idea — and then hold their hands when and if it rattled their comfort zones.