Voche — sunscreen filmed where people actually need it

The brief

Voche needed campaign material for a sun-care range. Sun care is a category that usually sells itself in laboratory language — an SPF number, a dermatological claim, a white surface under even light. All of it is accurate, and all of it is interchangeable. Any competitor can shoot the same frame by Friday.

The idea

We moved the shoot outdoors, to the Makran coast near Chabahar, and let the place carry the message. The campaign line KHN worked to was simple: this is a country worth being outside in. Sunscreen stops being a precaution you are lectured about and becomes the thing that lets you stay out longer.

That single decision changed the casting, the light, the pace of the edit and the colour of every frame. It also meant a location shoot in Sistan and Baluchestan rather than a studio day in Tehran — a harder production, and the reason the films do not look like anyone else’s.

What we made

Three films. A concept film that establishes the idea, a Chabahar cut that stays with the landscape, and a product film that walks the range format by format for audiences who have already been persuaded and now want specifics.

All three were cut for social first — vertical-safe framing, readable without sound, front-loaded so the idea survives a thumb-scroll — then finished with sound design for viewers who stay.

Craft notes

Shooting on the coast means shooting inside a narrow window. Direct sun near midday flattens skin tone and kills the texture of the sand, so the usable hours sit at either end of the day and the schedule has to be built backwards from them. The colour in the final grade is close to what the location gave us; very little was added afterwards.

We do not decorate a business. We give it a world to stand in.