NEONAIL's UV nail polish lasts for 21 days, even under stress. We wanted to showcase this in a way that honors both the largely women-led company and its customers. "Nails for Doers" champions a view of women that challenges traditional beauty industry standards. The campaign’s models aren’t just beautiful and passive, meant only to be admired. They’re real women with real passions and ambitions – and nails that stay flawless, so they can keep doing what they do best.

My role: concept, copy, creative direction