Johnson&Johnson
NEUTROGENA | SUN FRESH
A digital-first campaign for the launch of Sun Fresh, connecting real-time weather data, music and personalized content to make the product experience respond to the summer heat.
THE CHALLENGE
How do you make a sunscreen campaign feel as dynamic as the weather itself?
The idea was to turn temperature into a creative trigger — making the campaign evolve according to the weather in each user’s city.
THE CONCEPT
The hotter it gets, the hotter the campaign.
We partnered with Brazilian artist Duda Beat to create three versions of the classic song “Vem Quente”, each with its own visual and musical expression.
Using Weather Sync, the experience dynamically served different campaign versions — blue, yellow or red — based on the local temperature, while unlocking relevant product discounts for each city.
MY ROLE
Art Director
Developed the visual direction and creative expression across the campaign, working within a multidisciplinary team to translate the weather-responsive idea into a cohesive digital experience.
SCOPE
Creative Direction · Art Direction · Digital Experience · Campaign Design · Creative Technology · Content
Agency: R/GA
A digital-first campaign for the launch of Sun Fresh, connecting real-time weather data, music and personalized content to make the product experience respond to the summer heat.
THE CHALLENGE
How do you make a sunscreen campaign feel as dynamic as the weather itself?
The idea was to turn temperature into a creative trigger — making the campaign evolve according to the weather in each user’s city.
THE CONCEPT
The hotter it gets, the hotter the campaign.
We partnered with Brazilian artist Duda Beat to create three versions of the classic song “Vem Quente”, each with its own visual and musical expression.
Using Weather Sync, the experience dynamically served different campaign versions — blue, yellow or red — based on the local temperature, while unlocking relevant product discounts for each city.
MY ROLE
Art Director
Developed the visual direction and creative expression across the campaign, working within a multidisciplinary team to translate the weather-responsive idea into a cohesive digital experience.
SCOPE
Creative Direction · Art Direction · Digital Experience · Campaign Design · Creative Technology · Content
Agency: R/GA
