Nail’d It / Boss Nails
Client - Oxygen / NBCUniversal. 2015
Concept co-creation and motion graphics - Natalie To
Producer / Editor - Casey Connor
Creative Director - Kaori Sohma.
VP Design - Nancy Mazzei.
Before Oxygen was rebranded as a crime network (for women), it was trying to market to young women in “transition-hood“ which is everyone female from 18-49.
Two of these shows were centered specifically on nails and nail art: Boss Nails and Nail’d It with Adrienne Bailon.
Nail’d It was a weekly reality competition series with nail artists competing to win $100,000. Every episode, the nail artists compete by presenting ever crazier and more grandiose nail-art designs.
Boss Nails was a documentary TV show about the nail salon entrepreneur, Dana Cody, who also became internet famous as the new young wife of George Teichner, whose daughter was the former Real Housewives of New York star Aviva Drescher.
Nail’d It promo image spot
While at a nice brunch with friends, a nicely manicured hand with red polish, steps into what she would not know would become a nail-art smackdown.
A prim a proper hand steps into the match, with a finger wag.
In an escalating set of nail art designs, a heavy metal hand, comes in with some thunder. This character is based on Ali Roberto, a colleague at the time.
Then a vibrantly colored cartoon character steps out. She is based on Nicki Minaj.
Bridezilla comes in to take the cake… but is swatted away.
The Queen Bee arrives and stomps everyone away.