Glossier Invisible Shielf SPF 50 is a 360 marketing campaign for the launch of a new sunscreen at Glossier.

“How to get people who hates sunscreen to use sunscreen?”

The Challenge

The obvious challenge here is:
How do we sell a sunscreen for people who hate wearing sunscreen?

Our challenges also include:
︎︎︎ This is the first time ever that the whole Creative Team work together on a campaign, previous workflow used to be very compartmentalised.
︎︎︎ As usual, priorities and budgets for the launch kept changing, we have to come up with new ideas/adjust original ideas in a very short period of time.

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Project Approach

We came up with the idea of “Finally, sunscreen you’ll actually wear daily.”

Invisible shield is for your daily commute, coffee run, and even for rainy days. The campaign will show how seamlessly Invisible Shield integrates into daily life with a skin-perfecting finish with even more protection than the original.

We illustrated the defense against harmful rays and pollution by playfully capturing mundane details of daily life that suggest protection with thoughtful, clever transitions. Examples include a car sun shield being unrolled, a couch covered in plastic, window blinds being closed, dry cleaning bags being carried.



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Key Development

Throughout the campaign, ideas are cross-pollinated between art direction, design, and IRL experience:

We are inspired by the packaging color and the sheer texture of the product - you’ll see iterations of the pack design and the theme of diffusion that represents the actual texture and skin-perfecting formula, e.g. the blurred lock ups.

You’ll also see the sun-blocking/reflecting properties of the sunscreen being physicalized in the campaign videos, creative displays in windows and in-store pedestals through the capturing of mundane details of daily life, or the use of mylar material.





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The Outcome

From the product side: Lightweight and undetectable, this SPF50 broad-spectrum chemical sunscreen protects against UVA/UVB rays, leaves no greasy residue or white cast, and even primes skin for smooth makeup application.

From the creative side: Cross-pollination of ideas within the creative team and truly interdisciplinary collaboration in the campaign. We successfully weaved our ideas across all platforms - this could be our method of working together from now on.

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More details coming soon.