This activation of the Johnson & Johnson-owned Piz Buin (a premium sunscreen brand) was an irreverent re-skin to target Millennial Berliners, using the Berlin music scene—which consists mostly by semi-nocturnal anti-branding young people—as our lens. We used the night aesthetic and appropriated the street vernacular of the audience, to speak to them in their own visual language.
Erica Li and Seth Baker were responsible for branded environments and collaborated on ideas and production.