Context
Sunscreen is underused because UV risk feels invisible and abstract.
Role
Creative Direction, concept to rollout.
Actions
Most sunscreen advertising leans on fear: skin damage, UV warnings, before-and-after comparisons. We suggested avoiding that entirely, and the client agreed. The goal was to make protection feel empowering rather than alarming. Instead of showing what happens without sunscreen, we made the product the answer: the bottle placed directly in front of the sun, physically blocking it. For billboards, the visual aligns with the real sky so the product appears to stand between the viewer and the sun.
Deliverables
- Creative Direction
- Concept Development
- Billboard
- Print Ads
Outcome
In outdoor media, the idea read at a glance: the product as a shield against the sun, with no fear-based category cues. The executions held up at distance and stood out in busy environments.
