bruised hearts edit

an edgy valentine’s day campaign for nail artists.

Client: Function of Vex | Nail Art Products

The Creative Brief

Deeper “February colors” edit of colors are promoted.

Theme/Vibe:

  1. The Bruised Hearts Edit

  2. Not everything about love is cute.

  3.  Alternative version of Valentine’s Day—bruised pinks, deep reds, browns, and muted tones that feel real, worn-in, and honest. If you’ve been through it, this one’s for you.

Positioning: Seasonal color edit + emotional storytelling moment — not a promotional sale.

Objective: Implement a 20% automatic discount for the Bruised Hearts Edit that protects brand value, prevents stacking, and maintains frictionless checkout.

Deliverables: 2 weeks worth of Tier 2 Organic Content for the Campaign.

Results: 20% increase of sessions, and a 27% increase of return customers for Q1.

the deliverables

BHCarousel-1.jpeg
BHCarousel-2.jpeg
BHCarousel-3.jpeg
BHCarousel-4.jpeg
BHCarousel-5.jpeg

With no budget, and no “in-house” creative shoots I could use outside of product shots, i created this campaign with “free use” collateral.

Keeping the focus on emotional storytelling, i found and integrated imagery that not only stuck to the color scheme of the edit, but channeled the intensity of love.

now, imagine what i could do with a budget. ;)