La Roche Posay - Club La Roche
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 Challenge
Sunscreen advertising often swings between two extremes: medical messaging that feels cold and instructional, or lifestyle content that prioritizes aesthetics over education.
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. 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
- 36.6M social views
- 60.9K engagements
- Six-month run, April to September 2025
- Brand continued using the work past launch