Essie's seasonal color collections were brought to life through campaign photography captured for social, e-commerce, and in-store marketing. I established a refreshed visual system for Instagram Stories, backed by a style guide for consistency, then led the design direction across every touchpoint. Creative direction extended to briefing content creators on video concepts, voiceovers, and storyboards for Reels. This holistic approach drove a 60% boost in engagement and a 42% rise in impressions.