This campaign started from a simple challenge: to design a sunscreen identity and communication strategy that felt real, unpolished, and instantly relatable.

The task was to rethink the aesthetics and messaging of sun protection: stripping it of clichés, avoiding glossy perfection, and instead grounding it in raw, lived-in moments. The tone was modern, fast-paced, and relatable —anchored in the idea that sunscreen should fit seamlessly into real life rather than feeling like an interruption.

The project began with a provocation: what if sunscreen were not just a cosmetic, but a sun-fighting weapon? From this starting point, I designed a bold visual identity and campaign system that emphasized immediacy and confidence. Short, punchy copywriting —“no parabens, no fragrance, no zits. no excuses.”— paired with energetic video cuts and raw photography, created a voice that was unapologetic and contemporary.

Each campaign element embodied the same principle: sunscreen as action, not hesitation. The roll-on format became central to the narrative, shown in use across fleeting, unpolished summer moments —mid-dive, sandy-handed, sweaty-skinned. Instead of polished perfection, the campaign celebrated spontaneity, joy, and the messiness of summer life —without the mess of sunscreen itself.

ZERO Sunscreen is not about selling a fantasy of the sun. It is about reclaiming everyday protection with clarity, boldness, and humor —making sunscreen not optional, but effortless.

Because this was a speculative project for a fictional client, initially developed as part of a design interview exercise and later adapted as a self-initiated concept, I leaned into a distinctive, energetic style to showcase how I could craft both visual identity and campaign tone from scratch.