SUN ART
///NIVEA SUN
///ROLE: CONCEPT+ART DIRECTION
In the scorching sun of a Brazilian summer, the challenge was to create an ad that didn't just talk about protection. Our solution was to create a billboard that was as vibrant and dynamic as Rio itself.
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We built a giant mosaic using one million light-sensitive beads that change color when hit by UV rays. An artist then meticulously used Nivea Sun sunscreen as a medium, applying it to the beads to protect them from the sun's energy.
The outcome was a powerful, living installation. During the day, the art came alive with vibrant colors, while the sunscreen-protected letters of the tagline, 'Experience summer up close' remained a pristine white. At night, the board returned to a blank canvas, only to be reborn with the sunrise.
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This was a daily, visual proof of concept that turned a simple billboard into a powerful demonstration of the brand's promise.
