Allies of Skin, a future-forward skincare brand known for its science-backed skincare solutions, came to us with a mission: launch their most anticipated product to date—THE ONE SPF 50. A weightless, completely transparent gel designed for every skin tone, and set to disrupt the sunscreen game.

In a space saturated with flawless, hyper-retouched visuals, our challenge was to cut through the noise. We needed to build an aesthetic rooted in realness—something that felt intimate, inclusive, but still undeniably premium. The stakes? High. This wasn’t just any launch—it was the product the brand’s cult following had been waiting for.

We flipped the script on traditional beauty campaigns by leaning into radical authenticity—crafting a creative direction that celebrated natural skin and the invisible power of THE ONE SPF 50. From concept to execution, every element was designed to feel raw but refined. We blended intimate visuals with a bold rollout strategy, combining a striking hero film, dynamic social-first assets, and OOH placements in style capitals. The result? A campaign that felt as innovative and inclusive as the product itself, delivering high impact without the high gloss.

In just 8 weeks, we teamed up with Allies of Skin to launch THE ONE SPF 50 Invisible Sunscreen Gel—a product six years in the making. Tasked with creative direction, production, and post, we ditched the typical beauty playbook to craft a campaign that was as raw and unfiltered as it was elevated.

Allies of Skin - Radical Transparency: THE ONE SPF 50 Campaign – HY.AM STUDIOS

Radical Transparency: THE ONE SPF 50 Campaign

We built a visual narrative around radical transparency—stripping back the gloss to spotlight real skin, real people, and the product’s invisible innovation. The hero film captured natural textures, soft imperfections, and diverse tones through fluid, close-up visuals, while voiceovers reinforced the idea of self-expression without compromise. Every detail echoed the product’s promise: universal protection with zero trace. A clear statement—beauty, without filters.

With social at the core, we crafted a platform-native rollout with dedicated assets for both organic and paid distribution across Instagram, TikTok, and YouTube. Beyond cutdowns optimized for social feeds, we produced bespoke ads, including YouTube pre-rolls, ensuring the creative stayed consistent while adapting across formats and audiences.

The campaign moved beyond digital with bold OOH placements in New York and Paris, bringing the stripped-back aesthetic into key cultural capitals. Print executions complemented the rollout, amplifying the raw, premium visual identity on the ground.

THE ONE SPF 50 didn’t just launch—it landed. Quickly becoming one of Allies of Skin’s bestselling products of 2024, it was hailed for its invisible formulation and future-proof appeal. Major players took notice, with Vogue crowning it “Best Overall” sunscreen gel, spotlighting its clear finish and antioxidant-rich formula. The campaign didn’t just sell a product; it set a new bar for what modern beauty can look like.

Allies of Skin

"Radical Transparency: THE ONE SPF 50 Campaign"

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