La Roche Posay – Club La Roche
Art Direction
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The Opportunity
La Roche-Posay launched Anthelios UV Pro Sport Sunscreen with the goal of credibly reaching active, outdoor consumers while countering widespread sun-safety misinformation online. The brand needed to promote a premium product and reinforce correct behavior without sounding clinical, alarmist, or preachy, especially to younger audiences skeptical of traditional skincare messaging.
The Challenge
Sunscreen advertising often swings between two extremes: medical messaging that feels cold and instructional, or lifestyle content that prioritizes aesthetics over education. La Roche-Posay needed to balance authority and aspiration, stand out in crowded social feeds, and maintain credibility as a dermatologist-recommended brand.
The Solution
We created Club La Roche-Posay, a fictional, French-inspired American country club that reframed sun protection as part of an active lifestyle. Designed as a cohesive brand world rather than a single message, the social-first campaign was shot in one day across two locations with professional tennis players and creators. I served as Creative Director on one set, overseeing social flex content, wardrobe, and styling. The campaign partnered athletes Frances Tiafoe, Taylor Fritz, and Madison Keys with creators Noah Beck, Cyrus Veyssi, Sabrina Brier, and Dr. Shah to speak simultaneously to performance-driven and everyday audiences.
The Impact
The campaign generated 36.6 million social views and 60.9 thousand engagements, running from April through September 2025 with paid media, organic amplification, and continued brand usage beyond the initial launch window.
