“WatchesOverYouLikeYourOwnShadow”Campaign

Cinere, a leading skincare brand, set out to make a bold statement in the crowded sunscreen market. Their wide product line—covering SPFs for women, men, and children in both tinted and non-tinted formulas—needed more than a functional introduction.

01 — Context

Where we came in.

Client

Cinere

Location

Dubai, UAE

Year

2026

Format

Campaign

02 — Challenge

The thing that had to be true.

Their wide product line—covering SPFs for women, men, and children in both tinted and non-tinted formulas—needed more than a functional introduction. The challenge was to rise above generic category advertising and deliver a campaign that felt fresh, memorable, and emotionally resonant.

03 — Insight

"Webuiltthecampaignaroundasimplebutpowerfulmetaphor:ashadow.Justasashadowfollowsuseverywhere,Cineresunscreenwaspositionedasanever-presentformofprotection.Thispoeticideawascapturedintheline:“Cinerewatchesoveryoulikeyourownshadow.”Tomaketheconcepttangible,theproductwasreimaginedvisuallyasalargeumbrella—auniversalsymbolofshelterandsafety—"

04 — System

What we built around the insight.

We built the campaign around a simple bu

a shadow. Just as a shadow follows us everywhere, Cinere sunscreen was positioned as an ever-present form of protection. This poetic idea was captured in the line: “Cinere watches over you like your own shadow.” To make the concept tangible, the product was reimagined visually as a large umbrella—a universal symbol of shelter and safety—standing in for the sunscreen’s role as a protective shield. The result was a creative narrative that reframed sunscreen from a situational product into a constant guardian.

05 — Execution