SARAH BALAGIA
copywriter & marketing creative

What a dream project! We partnered with e.l.f. on a campaign for their Suntouchable! sunscreen collection. We learned that there's a serious lack of knowledge around the damaging effects of the sun... and Gen Z seems to be very anti-SPF.

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So we tapped one of America's most sun-soaked TV personalities, the iconic Snooki from MTV's Jersey Shore. Inspired by the 1990s anti-drug PSAs that scarred us as children, we wrote and produced a spoof PSA, starring Snooki and including nostalgic and lo-fi elements like film grain, cheesy graphics and watermarks. Ancillary content included TikTok videos and even a hotline that people could call to hear Snooki's suncare advice!

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The hero spot got earned pickup in Adweek (ahhh so cool!) and suncreen sales went up 14% for the brand. Go SPF yourself, mawmas.