Solé Brand Campaign

I created Solé from the ground up to showcase my ability to build a brand world and film, using AI as a key tool for creative execution.

The Challenge The suncream market is saturated and often communicates through repetitive, uninspired tropes. The challenge for Solé was to create a new brand identity that was both highly effective and completely unexpected. The goal was to position Solé not just as a product, but as a brand that offers a solution with humor and imagination.

The Creative Strategy: I developed a brand manifesto that doesn't take itself too seriously. The core concept for the spec ad was an absurd premise: a world where the Earth has tilted closer to the sun, forcing society to adapt with urgency. This satirical approach was designed to grab attention and differentiate the brand immediately. By blending surreal elements with grounded, relatable everyday scenes, we could create a compelling narrative that anchored the brand in both imagination and lived experience.

The Creative Execution: For this project, I handled the creative execution to blend absurdity with realism, creating a visual language that was both comical and authentic.

The spec ad is anchored by a surreal news broadcast, which serves as the narrative backbone. This allowed us to frame the campaign's central premise with authority and humor.

The visual treatment captures moments like beachwear commutes, SPF sold like ice cream on the street, and other scenes that playfully reflect our collective preoccupation with climate. This juxtaposition of the mundane with the ridiculous was key to making the ad memorable.

The Outcome The Solé spec ad successfully positions the brand as the ultimate protection in a world of extremes. By using a clever and humorous narrative, it manages to communicate both the product's effectiveness and the brand's unique personality. The campaign demonstrates that a compelling story and strong art direction can create a powerful brand identity from the ground up, proving that a serious problem can be tackled with a lighthearted, yet effective, message.

A short video for social platforms to bring awareness to the product:

Along the video I created pictures to expand Solé's brand world: