NEONAIL UV polish lasts for 21 days, even under stress. ‘Nails for Doers’ reflects the real lives and values of both the brand’s female leadership and its customers. The campaign doesn’t just show women that are beautiful and passive, meant only to be admired. Instead, it celebrates women with real passions and ambitions, challenging the norms of traditional beauty ads. And their nails? They stay flawless through it all.

My role: concept, copy, creative direction