SUN BUM: KIDS SUNSCREEN LAUNCH & EVENT ACTIVATION
The main goal of this campaign was to disrupt the kids' sunscreen space, while staying true to brand roots and focusing on product efficacy and education. The challenge my team accepted was to creatively impact our community by going beyond a 'basic' product launch with a full 360 creative campaign that included a national art contest and an experiential event called 'Sonny’s Daydream'.
My Role: Creative development copywriting for cross-channel content launch, Brand Strategy partner.
Deliverables: Product line tagline and storyline, product descriptions, emails, social copy, mag ads. Worked in collaboration with Creative Director, Content Director, Art Director, Content Manager, Brand Manager, and Designers to execute photoshoot and rollout of experiential event.
SUN BUM: Air Dry Cream
For this product launch, our top priority was to introduce our new and existing fan base to a relatively uncommon hair care product in a fun and simple way on Instagram and TikTok. Both messaging and visuals worked together to explain (simply) what an Air Dry Cream was, how it worked, and why it would integrate easily into any hair care routine.
My Role: Copy direction, social messaging, brand strategy support.
Deliverables: Product packaging copy, PDP descriptions, social concept + messaging, emails.
SUN BUM: Purple Shampoo & Conditioner
Kinda like a magic potion for blonde hair + highlights.
We figured if we were going to stray away from our iconic yellow color scheme, there better be a good reason. Purple toning hair care was a market gaining a lot of traction; so we decided to dive in and have some fun with it.
Contribution: Copywriter
Deliverables:
Blogs— Behind the Scenes & Purple Hair Care FAQ, Product packaging copy, PDP descriptions, Social concept + messaging, emails.
When blow drying our hair sounds like a lotta work, we use this stuff. Our Revitalizing Air Dry Cream – made with 🍌banana and 🌻sunflower oil – is a lightweight, anti-frizz styling cream that smooths out pesky flyaways and helps boost our hair’s natural shape and texture while it dries.
For those days we wanna look like we styled our hair, without actually having to style it. Our Air Dry Cream is UV protecting and is made to help smooth flyaways while adding some “oomph” to the natural style and texture of our hair.🙌
SUN BUM: ‘SKIN CARE ANTHEM’ VIDEO
The goal for this project was to reinforce Sun Bum’s expertise in the skincare space by strengthening the connection back to our brand's core values in SPF protection. Incorporating new product 'use-case' scenarios into our recognizable lifestyle content was also kept in mind for video, paid social assets, Amazon, etc.
My Role: Brand Storytelling + Creative Concepting.
Video production support and close collaboration with Content Director, Creative Director, and Content Manager.
Typically, I’d say you shouldn’t judge a book by it’s cover. But when it comes to product packaging, I’d beg to differ. Our goal for all products was to be informative but also make it easy for everyone to understand what the heck they are looking at. It’s also imperative to make sure we have as much fun whenever possible. Some of these projects required close communication with our Lead Chemist, Product Innovation Manager, and the Legal Advisor.
My Role: Product naming and product description copy for all product launches.
Sun Bum: Finders Keepers Activation
“If you find it, ya keep it…seriously.”
To help kick off summer in our community, we decided to go up the coast leaving fake parking tickets (aka Air Fresheners) on people’s windshields and handlebars. Why? Because, we can.
My Role: Creative concept, Copywriting, event activation planning.
Fuck Jerry x Sun Bum: Skin Cancer Awareness
“You do you… Just wear sunscreen🤘”
Sun Bum’s campaign around Skin Cancer awareness was the goal, unconventional sunscreen application techniques was the execution.
Role: Creative concept and social messaging.
SUN BUM LIFESTYLE ITEM: Socks
“Sock on the beach? Yep. Made for bare feet. One size fits most.”
Role: Packaging copy and social creative concept
SUN BUM SKIN CARE: Product Features
“When our face really looks like it could use a glass of water.”
“We fought the spa, but the spa won.”
“When our eyes packed their bags, but we’re not goin anywhere.”
“When we look like we could use a nap.”
Brightening Sugar Face Scrub + desc
Role: Copy and creative concepting
SO….MANY…EMAILS.
Goals? Open rates^ UP , Click rates^ UP, make at least one person laugh at least one email (thanks dad), entice everyone who reads them to check out some things we think are cool. Check check check.
Besides amping people up before a party and bragging about how great they were afterwards, I've been fortunate enough to help create event concepts and storylines, manage vendors, come up with custom gifts, collaborate with creative agencies, and of course setup (and clean-up) shop.
It's a lot of work, but a lot of fun.
My Role: Event management, vendor management, creative concept and naming.
-Skin Cancer Awareness fundraisers (The Banana Party & Gromorama)
-Surf Film Premiers & Contests
-Product Launches
-Experiential Events
-International Sales Meetings
-Community Stoke-outs
-Art Festivals
-Music Festivals
-Brand Collabs
ATHLETES, ARTISTS & ACTIVISTS
Our goal behind Sun Bum Ambassadors was to create a solid community of individuals who represent the values of our brand. The people who show us (day in and day out) what it looks like to be a good human, who go after what they love. Through one on one interviews and personal conversations, we had the honor of sharing their unique stories with our global community.
My Role: Copywriter and interviewer.
A Few Ambassador Features:
Bum Rush Tour w/ Pro Surfer Jack Robinson
Partnering with other like-minded brands to create like-minded products is a win-win.
Goal: To create fun, educational, and on-brand messaging (on packaging and all digital platforms) that aligns with each of the brands unique identity's.
My Role: Lead Copywriter
Kitsch
SUN BUM: ‘WE MAKE ADS’
If we were going to make ads about our products, we figured we might as well have a little fun in the process.
Goal: Showcase a couple of our cult favorite SPF products that everyone knows and loves (along with a couple newbies we just launched) in a disruptive, slightly self-deprecating way. Main focus for all creative content was paying homage to our brand’s unique and irreverent lifestyle with undercurrents of cheeky, slightly awkward humor, and of course adding in a few intentional nods to the importance of proper sun protection.
Role: Copywriter and creative concept; in collaboration with Content Director / Videographer.
Goal: to stand out on paper while staying true to both the publication and our brand. The color yellow helped us pop, but so did a few words.
Whalebone Magazine
National Geographic (Kids)
Monster Children
Free Surf Magazine
My Role: Copywriter
Billboards, Event Posters, Game Wraps, Flyers... the signs are everywhere.
My Role: Copywriter
SUN BUM: SUBSCRIPTIONS
The Subscriptions page is primarily a sales initiative, but we wanted to build out a more convenient and cost-effective way for Sun Bum customers to get their favorite products. But because of the stigma often associated with this tactic, it was important to keep the messaging fun and engaging across all touch points; to assure our fanbase that we were still US and not just a sales-hungry robot.
My Role: Copy direction and creative concept.
OTHER LANDING PAGES
Longer-format content pieces (aka blogs) are a great way to bolster trust and credibility for curious consumers. You’re free to do more of a deep dive on your products and/or services while also archiving the info on your site, for anyone wanting to learn more about your brand.
Interviews/Q&A’s with brand ambassadors, in-depth product features and benefits, event recaps. Here are a few examples of blogs I've written for Sun Bum and Vuori.
My Role: SEO management, Copywriter, Brand strategy partner.
SUN BUM
Exfoliating is a Skin Care Game Changer
Traveling with Babies (and Keeping Your Sanity)
Don’t Let Your Hair Dry Alone (Slowtide collab)
Girls Rule (with World Champion Carissa Moore)
VUORI
Bringing Clean Water to Malawi: Charity Water
The Rise The Shine: With Photographer Tommy Corey
That one time I got to be the voice of a little pink lip balm, just for fun.
Coco Balm Series 1: “The New Guy”
Coco Balm Series 1: “The Beach”
