Luna Bronze Campaign Case Study

POV: we create the purpose and platform.

Luna Bronze started after co-founder Maddy had a brush with skin cancer, and both Maddy and Rhi are dedicated to the brand’s purpose ‘To steer people away from the sun.’ The brand platform ‘The most feel good glow in the universe’ is an evolution of the brand’s feel good bronzing tagline, and it brings the brand’s unique cosmic world to the forefront, while positioning Luna Bronze as the most; which is key to standing out on shelf.

A new pov on tanning.

Building on the brand platform, we landed on the campaign tagline ‘A new pov on tanning’ to support the launch into Ulta and underscore how Luna Bronze takes a different approach to tanning—without the sun, in fun formats like jelly and milk, while being truly effortless and putting skin first. For the art direction, we introduced a literal new point of view. Shot from above, as if from the pov of the moon, and amplified through a fisheye lens, the perspective reinforces Luna Bronze’s role as a challenger to traditional tanning.

Sending the campaign into orbit.

We worked with the Luna Bronze internal team, Orange Juice Lane for marketing strategy, Bandit Design Group for production, and Naughty Nancy for copy to bring the campaign to life. We supported with a comprehensive rollout deck to demonstrate how the refreshed brand direction, look and feel, and campaign treatment would apply to assets across channels. We embodied the challenger persona with bold, scroll-stopping visuals, doubling down on brand cues and colour, and demonstrating how to bring the Luna Bronze voice to life through key messaging. 



Production: Bandit Design Group
Marketing: Orange Juice Lane