RAY makes great daily-wear sunscreen. The problem? Many still treat SPF as a summer thing — so 80% of the year, RAY basically disappears.
This is the 360° campaign I built to fix that: one tagline (Reapply Yourself), stretched across paid, email, on-site, and in two hemispheres of the world.
( PROJECT )
RAY
( ABOUT )
RAY is a DTC mineral sunscreen brand with a great product and a seasonal problem: 80% of revenue lands in June–August, and brand awareness barely exists outside skincare TikTok.
The goal: reposition SPF from beach-day chore to a needed daily ritual. This concept campaign "Reapply Yourself" was developed end-to-end: strategy, copywriting, and creative direction across every channel.
( YEAR )
2026 · Project
( PACKAGE )
360° Campaign — Creative Direction + Copywriting
PHASE ( 1 )
STRATEGY & POSITIONING
RAY had the product but not the platform. I dug into the core tension (which is how sunscreen gets treated as a seasonal chore, not daily skincare) and found the reposition hiding in the one thing dermatologists beg people to do: reapply.
"Reapply Yourself" works on two levels: the SPF behavior nobody follows, and a thesis about showing up for yourself in small, unglamorous ways.
Hero taglines:
Reapply yourself.
Your 2pm meeting is not sun-safe.
Yes, through windows.
This gave RAY a reason to exist all year, and not just in July.
PHASE ( 2 )
BRAND WORLD & CREATIVE DIRECTION
I directed the visual world away from beaches entirely. Ordinary daylight instead; window glare on a commute, a laptop in the sun, a 4pm dog walk in October. Warm, grainy, colorful, yet spunky.
12+ MONTHS%
OF EVERGREEN, NON-SEASONAL CREATIVE
A visual identity built to lift brand recall and lower future production costs by getting off the summer-only cycle.
PHASE ( 3 )
CHANNEL ACTIVATION
A full-funnel paid plan (awareness film → myth-busting mid-funnel → subscribe-and-save retargeting), a 5-part email series anchored by a 2pm "reapply" send timed to the real behavior, and a homepage takeover with a live local-UV module.
+40–60%
PROJECTED LIFT IN BRANDED SEARCH
35-45%+
TARGET EMAIL OPEN RATE
+15–25%
PROJECTED HOMEPAGE → PRODUCT CLICK-THROUGH
PHASE ( 4 )
SCALE & LOCALIZATION
A campaign dies when the hero film ends, so I built for lifespan. The UK leaned into sun-scarcity humor ("Yes, even here."), and Australia flipped the calendar entirely to match their Dec–Feb summer, with tone aligned to the country's existing SunSmart culture.
Plus a derivative kit including social cutdowns, a UGC creator toolkit, retail materials, and re-usable "reapply" merch meant to fit neatly into day-to-day lives.
Final projected results below ↓
ONE IDEA, TOLD TEN WAYS, ACROSS TWO HEMISPHERES — A CAMPAIGN BUILT TO OUTLIVE ITS OWN LAUNCH.
6
CHANNELS ACTIVATED
+38%
TARGET SHOULDER-SEASON GROWTH
2
HEMISPHERES ACTIVATED IN
12 month
CAMPAIGN LIFESPAN
