Creative Direction,
In-House Senior Graphic Designer
for Loving Tan

Platinum Express
Campaign

B R I E F

Create a campaign for our newest edition Platinum Express Self-Tanning Mousse, our deepest darkest shade, designed to give you maximum results, in just two hours.

T H E V I S I O N

The goal was to make the darkest shade in the collection feel bold, alluring, and impossible to ignore. The campaign leans into a striking presence...moody, magnetic, and made to intrigue. It’s all about achieving your deepest, darkest tan in record time. Captivating viewers into the shadows, then flipping the lights on to reveal just how transformative the product really is. Maximum results in minimal time.

C R E A T I V E R E S P O N S I B I L I T I E S

Led the creative direction for the campaign, from conceptualising the mood board and visual aesthetic to directing the shoot and producing visuals across web, email, and Instagram. Collaborated closely with external creative videographer Milly on the final video edit, bringing the vision to life alongside photographer Mark. Also designed custom branded PR boxes created exclusively for influencers, ensuring every detail aligned seamlessly with the campaign’s aesthetic.

A text overlay that reads 'Maximum results in minimal time' in white italic font.
Loving Tan Platinum Express 2 Hour Tanning Mousse bottle with black and purple design on dark background.
A woman with long dark hair and blue eyes holding a skincare product in a black bottle with a white pump, against a dark background.

Extra bits & pieces

  • A woman with long brown hair and blue eyes holding a bottle of tanning mousse, looking over her shoulder against a dark background.

  • Two bottles of Loung Tan Platinum Express 2-hour tanning mousse in a black foam-lined box

    Custom-branded PR boxes curated exclusively for influencers

  • Side-by-side photos of a woman with long dark hair wearing a black bikini top and matching high-waisted bottoms, posing with her weight shifted to one leg on a plain white background.

    Before and after results

  • A woman with long brown hair and gold hoop earrings posing with her eyes closed, wearing a black strapless top and black skirt, hand resting behind her head, against a dark background.

  • Collection of printed photos of a woman in various poses, wearing lingerie and casual clothing, some with studio backgrounds and others in a documentary style.

    Polaroids from the photoshoot

  • Billboard advertisement for a tanning product called Young Tan, showing a woman in a black outfit with a high slit, with the tagline 'For the most natural looking tan.'

    Live on a digital billboard in NY

  • A woman with long, wavy hair poses in a black outfit with high heels in a photography studio with a black background and bright studio light.

    BTS

  • Two women looking at a laptop together, one wearing black pants and a black top, the other in black bra and underwear, standing in a studio with a white background.

    BTS

  • A large advertisement display featuring a woman holding a bottle of tanning mousse in front of her abdomen, with various small photographs of women in different poses surrounding it, all against a dark background.

    BTS

  • A photoshoot in a studio featuring a woman in a white underwear set posing with one leg slightly bent, while three women observe and operate the camera.

    BTS