KÜHL needed launch content for its new UPF line. The brief asked for UGC with no creative direction, so I built the strategy myself. For outdoor enthusiasts who want to carry less, I positioned the collection as a replacement for sunscreen: the video opens on "Did I forget my sunscreen?" and resolves with "Guess not." I elevated the execution to a produced, ad-style spot to match KÜHL's premium positioning, built for vertical social with a hook up front.

Role: Brand Strategy, Creative Direction, Production, Editing, Acting(lol)