5064_A_PMD_SILKSCREEN_GROUP_PROD_SHOT_15_0409-min

Product launch

AGENCY'S SILKSCREEN IS A SHEER TINTED SUNSCREEN PERFECTLY MATCHED TO YOUR UNIQUE SKIN TONE.

One of adulthood's great challenges is finding a tinted sunscreen that's weightless but protective, and actually matches your skin tone. SilkScreen is the Holy Grail for those seeking this magical combination, and it blurs pores and fine lines to boot. We launched Agency's newest super product by representing the vast spectrum of skin types SilkScreen could cover, and became intimiately familiar with the Fitzpatrick Scale in the process (IYKYK).

Role
Art direction

5064_A_PMD_SILKSCREEN_CHOL_PROD_SHOT_12_0083-min
5064_A_PMD_SILKSCREEN_ANA_PROD_SHOT_01_0271-min
5064_A_PMD_SILKSCREEN_ARI_PROD_SHOT_03_0198-min
5064_A_PMD_SILKSCREEN_BRIT_PROD_SHOT_04_0163-min
5064_A_PMD_SILKSCREEN_CHOL_PROD_SHOT_02_0382-min
5064_A_PMD_SILKSCREEN_ARI_PROD_SHOT_13_0052-min

SilkScreen has two distinct shades, one for light to medium skin tones and another for medium to deep. We meticulously assembled a diverse cast of women with skin colors and conditions across the spectrum to showcase the product, so our audience could see themselves in our models and understand how the tints might work on them. And we showed sunscreen application at every stage — dispensing from the bottle and smoothed onto the skin so our customers could understand its texture, as well as showing before and after photos to see it being blended.

SilkScreen_IG_Story_2-1
SilkScreen_IG_Story_3
SilkScreen_IG_Story_1
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Screenshot-2023-12-06-at-4.09.46 PM
Photographer   Lauren Loncar
Creative Director   Martin Sanchez
Executive Creative Director   Elaine Fong
Writers   Nicole Jahns, Rachel Amoroso
Producer   Anju Purushot

Photo Editor  Jade Meneguel