Find out the creative process that went into OPI’s 33-image illustration.
The collage is a combination of gifs, videos and illustrations.
For OPI’s 35th Anniversary, the nail care company knew it wanted to celebrate the milestone in a creative way highlighting its best-known characteristic — color. So the OPI Digital Media Team dedicated its Instagram page to a color story featuring 35 carefully chosen shades. The full grid is a collection of 33 individual illustrations and videos showcasing some of the company’s classics like Big Apple Red, Yoga-ta Get this Blue, and Mod About You.
Every year OPI retires colors so new ones can make their way in. The brand currently has 160 shades active on the market. With so many options, the shade selection process was meticulous and far from random. The story starts with Kiss Me on My Tulips and concludes with Happy Anniversary!
From Ideation to Execution
After locking into the idea of creating a color story, Erica LoGiudice, associate interactive media manager for OPI began sketching out a rough idea of how the story would be told. The sketch was then brought to OPI’s Creative Team for a more detailed concept development, which also included roping in OPI’s go-to social media agency, Matte Black. The agency was responsible for all the photo and video needs for the color story.
The final piece was enlisting the help of British Artist David Mahoney to execute the collage. Mahoney is known for mixing traditional mediums and digital applications and was the perfect fit for what OPI had in mind.
The project spanned two months from start to finish.
Beauty brands are spending more time putting a content strategy into their social accounts, and OPI is fully aware of the power behind social media. OPI has a strong social media presence across all platforms, but when choosing which would be best to promote the #35YearsOfOPI masterpiece, Instagram was the perfect fit. Each image drives the viewer to the company’s profile where they can see the story in full. In addition, it also encourages fans to post their own OPI color stories. The @opi_products Instagram handle currently has a following of 824,000.