client / Sol De janeiroType / promotional campaignChannels / DTC Web · EmailRole / Concept · Designyear / 2025Trend campaign002 / Cheirosa 67Sun of January
Sol de Janeiro's annual Sun of January sale is the brand celebrating its own name. Sol de Janeiro translates directly to “Sun of January” in Portuguese, so this sale is an homage to the brand’s heritage and global reach. The challenge was to make it feel like an occasion, not a clearance.
RoleI owned the concept end-to-end: moodboard, creative direction, sign-off from the CD and SVP, and every deliverable.
approachThe sun balloon became the central visual: immediately legible, referencing the brand name without spelling it out, built to translate easily across every format. For the type, I shifted the hierarchy so the offer didn't lead. The story behind the campaign did.
outcomeThe campaign is now used internally as the benchmark for how editorial promotions should look and feel at Sol de Janeiro.
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