Vacation®

Summer Campaign Study

Context:

Vacation® is a nostalgia-driven sunscreen brand rooted in retro Americana and leisure culture. The objective was to create a series of dynamic, sun-drenched, stylized visuals designed to feel elevated yet approachable, translating the brand’s vintage identity into contemporary imagery without losing its character.

Brand: Vacation®
Category: Suncare / Lifestyle
Role: Creative Direction, Photography, Production, Art Direction

Creative Approach

  • Develop a concept centered on “elevated beach leisure”; confident, sunlit, and slightly exaggerated.

  • Use low-angle compositions and bold sky dominance to create heroic product framing.

  • Build a color story around Vacation’s signature primary palette, warm skin tones, and high-contrast sunlight to echo the brand’s visual language.

  • Style wardrobe and accessories to reinforce a playful, nostalgic aesthetic.

  • Design assets in post production (water splash, whipped foam heart, product isolation) to create visual hooks.

  • Concept, produce, direct, and photograph the project; self-casted on-camera as requested by the brand.

Deliverables

  • Social-first campaign imagery

  • Product focused stills

  • Lifestyle hero images

  • Detail and packaging compositions

  • Editorial brand assets suitable for web and digital marketing

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Russel Athletic