Sold Campaign: Teen Vogue x OPI GELement LED Lamp & Polish
As Creative Strategy Lead, I developed a multi-channel brand activation for OPI in partnership with the Teen Vogue Summit, aimed at generating buzz and awareness around the launch of OPI’s GELement LED Lamp and polish system. The campaign was designed to engage Gen Z consumers through a mix of hands-on product trial and platform-native storytelling connecting the brand’s innovation with a style-driven, self-expressive audience.
The activation was anchored within the Teen Vogue Summit Lounge, where OPI invited attendees to experience the GELement system firsthand, offering mini-manicures and live demos that showcased the product’s ease, shine, and long-wear benefits. This tactile interaction complete with a branded photo moment helped ground the brand’s innovation in real-world utility and style relevance.
The campaign delivered editorial credibility, social buzz, and meaningful product exposure to bring to life a high-energy brand experience that introduced GELement to a new generation of beauty enthusiasts through hands-on engagement and socially shareable moments.
Full contents of the proposal deck are confidential and have not been included in this portfolio. Additional materials can be shared upon request
The final campaign included:
A social video featuring attendees with dark social distribution across Teen Vogue’s social handles
A custom branded activation designed to generate buzz and excitement for OPI in an environment native to their highly engaged target consumer
Digital banner assets running across the CN portfolio