Launch for Lifelabs CoolLife UV Windbreakers. We created a jacket with CoolLife’s active cooling technology and sun protection so high it literally measured off the charts (let’s call it UPF 50++).

To bring this campaign to life, I wanted to capture the feeling of pure and unfiltered sunlight and heat. Our studio shoot brought in vibrant colors and lighting, and we had some fun with a few sun-specific props. For the lifestyle shoot, we ventured out to Joshua Tree and truly put the jackets to the test in the arid desert sun.

All in all, a fun campaign for a truly innovative product.