SPF Campaign 2022

Campaign Objective
Drive consideration and sales for Sun Protection (SPF) Skincare at Sephora.

Campaign Concept – Seize the Summer

Summer 2022 is the one we’ve all been waiting for. Events are back, humans are hugging, masks are coming off, and life has a renewed sense of joy. For Canadians, the spirit of summer is palpable. It will be felt at every party and picnic, on every vacation and patio, and in every gathering – big and small. For all these reasons and more, this is the moment to seize the summer. To savour this most beautiful time of year. And to truly bask in summer’s glory. Sephora’s highly curated SPF assortment arms us with everything we need to summer with ease. To summer safely. And most importantly, seize the summer.

Execution

We captured our models in a retro filmic vibe – a stylistic nod that summons all of those nostalgic summer memories. Products were shot to mirror that same nostalgic vibe. High contrast, high saturation, sunny photography with heavy shadows – a recreation of an old family photo from a hot summer day at the beach. Using lightly propped sets with summer inspired textiles like a picnic blanket or beach towel – zeroing in on the product, utilizing reflections and condensation to show off our products in the sweaty, summer, sunshine.