Created at The Smalls, L’Oréal’s Every Day Is a Sunscreen Day campaign was designed to challenge traditional skincare advertising and introduce the brand’s everyday SPF product to a broader audience. I worked on its creative development.
The challenge was to communicate the importance of daily sun protection in a way that felt fresh, relevant and engaging, moving beyond conventional beauty messaging to connect with new audiences.
Collaborating with tennis champion and L’Oréal brand ambassador Andy Murray, we developed a distinctive creative approach that drew inspiration from the world of sport. The concept centred on the idea that sun protection is essential whatever the weather, using the life of a professional athlete to reinforce the importance of everyday SPF.
Combining dynamic cinematography with a bold, sports-inspired visual treatment, the campaign brought energy, authenticity and personality to a traditionally beauty-led category.
The result was a compelling, contemporary campaign that repositioned everyday sun protection as an essential part of an active lifestyle, bridging the worlds of skincare, sport and storytelling.
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