Soft Services x Vacation®Art Direction, OOH Campaign
The “Gold Standard” of collaborations inspired by sunscreen removal and vintage soap ads
Brief: Launch a genuinely new category of product. A buffing bar built specifically to scrub away sunscreen residue after a day in the sun. The challenge was to find the balance between Vacation®’s tongue-in-cheek voice and Soft Services' elegant, luxurious look and feel while also showcasing this as a "useful product.”.
Solution: Create a balanced look that turns the mundane of post-poolside showering into an occasion worthy of its own indulgent, borderline-ceremonial ritual. Result with a look and feel that positions the Buffing Bar not as a chore, but as the final, essential stroke in a fully leisure-optimized suncare routine
Drawing from vintage soap advertisements, I created two art directions. First, the black and gold combo. I wanted this to feel luxurious. As if you owned a penthouse in Tribeca in the ‘80s and you’re returning to your all black bathroom after a day of lying out by your rooftop pool. You go from one luxury to the next in your bathroom. Second, we have the green and gold direction. This one was to bring more freshness and airy energy to the look for balance. As if you own a calla lily garden on marth’s vineyard and you wish to bring some into your bathroom to give it color and a fresh look. Before you freshen up yourself before a nice dinner out with your partner. This was the first product of Vacation® to be introduced in Sephora.
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