A 1-month campaign for the launch of Fotoprotector ISDIN FusionWater for the Brazilian summer — creative concept, Key Visuals, carousels, motion and influencer activation.
01 — Concept
The brief started from a clear insight: Brazilian consumers seek simple routines and natural beauty — and Isdin already has the product attributes that consumer wants (lightweight texture, fast absorption, no greasiness). The problem was one of connection, not product.
Isdin needed to get closer to the Brazilian audience with communication that was relevant, desirable and authentic all at once. Natural beauty as a value, not as a filter.
The tagline "In summer, the only filter your skin really needs is sunscreen" operates on exactly that double reading — it works as a critique of digital filter culture while communicating the product with clarity and ease.
02 — Key Visuals
The Key Visuals translate the "only filter" concept into different framings and contexts — keeping the campaign's visual identity cohesive across any format or channel.
03 — Carousels
Two distinct carousels developed for Instagram — standard version and color version — each with an animated video cover and 4 product benefit slides. 1:1 formats for maximum feed visibility.
04 — Physical applications
The campaign extends beyond the digital — beach physical mockups as brand touchpoints in the real summer environment. The beach towel and bag act as ambient media in the places where sunscreen is actually used.
05 — Process
06 — Deliverables
07 — Learnings
The best insight is the one that was already there. The ambiguity of "filter" existed before the campaign — the creative function was to see it and build on top of it. Good campaigns rarely invent something from scratch: they find what is already true and say it in a way that resonates.
Multiple KV variations are not inconsistency — they are reach. Producing KVs A, B, D and the v3 revisions allowed the campaign to be tested across different contexts, models and framings without losing the throughline. Consistency is not about always using the same image, but about maintaining the system.
The most powerful channel was the extension of the concept itself. An AR filter on Instagram that reproduces the campaign's insight is more honest — and more effective — than any paid piece. When the idea and the product meet in the same space the consumer uses every day, the campaign becomes content.