OPI Spring 2020: Mexico City
OPI’s Color Collections have always used a global destination as inspiration for their newest lineup of color products. In 2020, we introduced a new layer to the global inspiration – featuring ART and ARTISTS – as a way to add depth to the stories we tell and put a stake in the ground that we are a brand that believes in the power of color.
For the Spring 2020 Mexico City Collection, we featured four different Mexican born artists for the global campaign, and we brought three of them together to collaborate on what ‘Color Is The Answer’ meant to them. The result - a beautiful mural dedicated to the people of Mexico City. This mural served as a connecting thread for all visual design throughout the collection – from packaging to nail art.
To bring a more authentic perspective and relevant lens to the campaign, we used our fourth Mexican artist (Mariana Camberos) as the face of the collection. Her vibrant, saturated color palettes and mischievous artwork embody the spirit of Mexico City and celebrate the JOY color brings to the world.
Mural Artists:
Sofia Castellanos
Victoria Villasana
Raul Urias
Consumer + Pro focused assets establishing the Collection
Collection Teaser
Digital assets for ecom, .com, and social
IG Stories Paid :09
OPI is known for their shade names, so we couldn’t help but highlight them in this fun :30
Instagram + Facebook Content Promoting the new Shades
OPI Professionals, Education, and Nail Art
For this collection we were able to dive deep into our artist-focused strategy and create emotional content for our professional audiences. To do this, we created a documentary piece profiling talented nail tech Karina Urias. In this touching doc, we get to know the sister of one of our featured muralists, and learn how art, family, and community are all a part of her work in the nail industry.
Paid Carousel units promoting the featured nail art in the collection
Additional Nail Art content for YouTube, ecom, and digital platforms
Pinterest pins with how-to’s of the nail art
