Years after helping Supergoop! make sunscreen feel like an essential part of everyday skincare for Sephora’s beauty-obsessed shoppers, we partnered again at another defining moment for the brand: its launch into Target.

To become a household name with a broader audience, we needed to do more than introduce Supergoop! to new shoppers. We needed to help them forget everything they thought they knew about sunscreen.

So we invited women who still believed sunscreen had to be sticky, greasy, and irritating to leave those expectations behind and step into a bright new era of SPF.

The future of sunscreen is here. And it’s Unseen.

Built around Supergoop!’s hero product, Unseen Sunscreen, our campaign turned the brand’s breakthrough innovation into a bold statement about the future of the category. Copy highlighted what Unseen is not—unsticky, ungreasy, unirritating—while vibrant, optimistic art direction showed what it is: the original invisible sunscreen that made something good for you finally, for once, feel good.