To raise awareness of its new Anthelios UV Pro Sport Sunscreen and address online misinformation around sun safety, La Roche-Posay partnered with Untold Fable and AnalogFolk to launch a social-first campaign targeting younger, active audiences. Driven by the insight that Gen Z and millennial consumers often feel overwhelmed by sun safety misinformation, the campaign replaced fear-based messaging with an aspirational, sport-driven approach. To help spread the message, Untold Fable and AnalogFolk enlisted the help of various celebrities, including tennis stars Taylor Fritz, Madison Keys and TikTok sensation Noah Beck, to provide some star power and encourage audiences to embrace smart skincare as part of their lifestyles.

Set in a surreal, French-inspired American country club, “Club La Roche-Posay” brings together athletes, influencers, and experts in a playful, sun-drenched world where sport and skincare collide. Shot in one day across two locations, the campaign produced over 70 assets – from 30-second hero films to suncare tutorials and OOH stills – running April to September 2025 across social, digital and OOH.

The social-first campaign was directed by Hot Icarus – the creative alter-ego of self-taught filmmakers Wij Travers and Giles Rozier.  With backgrounds spanning editing, ad creative, photography and music composition, the duo bring an experimental approach to filmmaking.  Known for their hands-on process, their work blends playful energy with powerful storytelling, drawing on global youth culture and classic cinema to create visually rich, textured films. They have directed work for some of the top brands in the world, including adidas, Footlocker and Smirnoff.