Vacation®

Vacation® is the sunscreen company from the makers of Poolsuite FM, built as if summer 1997 never ended. I signed on as the first full-time creative hire, six months before launch, working directly with the co-founders on the creative direction of everything: branding, advertising, copy, packaging, and product design across the brand launch and six product launches after it. I directed the photoshoots and brand experiences, coded the website, grew the CRM to tens of thousands of "honorary employees," and created the viral fake job titles campaign (Lime Wedge Trigonometry Technician, Head of Champagne Snorkeling) that generated 12,000+ business cards in its first five days. On the commercial side I ran email and SMS end to end, designed and launched the wholesale site solo, built and ran the ambassador and influencer program, and came back freelance after the full-time role to make the email and digital ad creative. Vogue called it "debatably the most exciting sunscreen to hit the market since Anthelios."

ROLE creative direction, art direction, copy, product design, ecomm and lifecycle YEARS 2021 - 2022 AWARDS gq, esquire, refinery29, byrdie, shape, gear patrol, popsugar

$0 -> 8 FIGURES IN 18 MONTHS 14 AWARDS IN YEAR ONE 300+ PRESS MENTIONS 27M EARNED IMPRESSIONS

$ open vacation.inc # the live site $ open poolsuite.net # the mothership