EltaMD “Deep Tinted SPF”
Role: Art Director
Campaign Info
-
When you’re covered in a sunscreen with white cast, you don’t see yourself — all you see is your sunscreen. That’s why EltaMD UV Clear Deep Tinted SPF is designed and tested for deeper skin tones, with Invisible Blend Technology for a sheer, no white cast finish.
-
Visually show the product in action—blending in beautifully to a range of melanated skin tones—to highlight its sheer, no white cast finish.
-
Alana Tyler Slutsky Director
Blonde + Co Studio
Ellen Yoon Creative Director
Ellie Orton Art Director
Kelly Elson Copywriter
See yourself, not your sunscreen
CREATIVE STRATEGY
Seeing is believing
People of color have long been left out when it comes to products designed specifically for them. When it comes to sunscreen, they have to compromise on either getting the protection they need or looking and feeling like themselves.
We knew it was important to show this sunscreen actually works on Black skin — so that’s exactly what we did.
BONUS ACTIVATIONS
Lather Up with Ayo
We pitched a collaboration with Ayo to dispel common myths around skincare in the Black community. As the head of this campaign, Ayo would use her iconic, wry tone and relatable charm to star in our PSA about the importance of suncare.
To enrich this initiative, we envisioned a candid dialogue between Ayo and our lead scientist, merging her vibrant storytelling with the science behind EltaMD’s skincare research. This engaging conversation would bring a human touch to the science, making it accessible and relatable to a wider audience.
Skin Exhibition
We also pitched an experience where BIPOC artists could exhibit their work at an exposition with the theme of skin. This would live as a pop-up in major cities and travel to festivals and events through summer.
Among the infinite expressions of skin would be an educational section of the exhibit where we:
Jointly educate patrons with Skin of Color Society (SOCS)
Provide tips and resources
Offer printed materials and product samples
