Rilastil asked Connexia to create a spot for the new Sun System Water Touch Hydrating Fluid SPF 50+, a facial sunscreen with an ultra-light texture and fast absorption.
The goal was to develop a communication strategy that broke away from the conventions of typical pharmacy advertising, avoiding clichés and family stereotypes, while maintaining a tone that was fresh, ironic and memorable.

Connexia designed a spot set on a sun-drenched beach, where sunscreen becomes a natural part of a relaxing moment. The result is an emotional and relatable story, able to make the viewer smile and feel seen. The deliberately more ironic and distinctive tone aims to reinforce the brand’s unique positioning and make the message unforgettable, letting the product experience speak through the storytelling. The spot was designed to live across TV and digital channels.

Creativity, Video Production