Engaging and recruiting Gen-Z is a top priority for Essie, and Whooden/Studios was enlisted to craft an authentic connection through gaming. Our approach combined social and digital strategy, campaign development, and a seamless consumer journey, generating such high engagement that we reached top Snapchat filters within weeks of launch. The project began with a collaboration between expressie nail polish and globally renowned gamers Tiffyquake, Kryoz, Ninjayla, and xChocoBars, developing custom AR filters that embodied their unique personas—allowing their 15 million+ fans to “game like them.” These interactive filters were optimized for Snapchat, Facebook, Instagram, and Twitch, expanding reach across key digital platforms. The campaign delivered hundreds of assets, ensuring engagement at every social touchpoint, including – UGC content, AR filters, social & digital CGI product animations, a main campaign film + multiple social cutdowns, and high-impact stills from each gamer collaboration. By merging beauty, gaming, and technology, we transformed the way Essie connects with Gen-Z.