US Tennis Stars Serve Up Sun Safety in Social-First Campaign from La Roche-Posay

US tennis stars Taylor Fritz, Madison Keys and Frances Tiafoe teamed up with TikTok sensation Noah Beck for a social-first campaign aimed at launching La Roche-Posay’s new high-performance sport sunscreen.

'Club La Roche-Posay' – developed by independent creative agency AnalogFolk and produced by Untold Fable – was created to promote the premium skincare brand’s new Anthelios UV Pro Sport Sunscreen and tackle online misinformation about sun safety.

Driven by the insight that gen z and millennial consumers feel overwhelmed by sun safety misinformation on platforms like TikTok, the campaign shifts the narrative from fear-based messaging to an aspirational, sport-driven approach, empowering active audiences to embrace smart skincare.

'Club La Roche-Posay' transports viewers to a fictional, French-inspired American country club, creating a surreal and sun-drenched environment where active lifestyles and smart skincare go hand-in-hand.

The new campaign for the sport-focused sunscreen shows a unique experience where members can engage with pro tennis players, relax poolside with influencers and receive skin consultations from a resident dermatologist.

Shot in a single day across two locations, the campaign features social media stars Noah, Cyrus Veyssi and Sabrina Brier, Dr. Shah, the largest dermatologist on social media, plus US tennis pros Fritz, Keys and Tiafoe, who bring the story to life through polished, high-gloss films and trend-driven social content.

Rachelle Mladjenovic, general manager La Roche-Posay USA, said, “To elevate sun safety awareness, our partnership with tennis ambassadors, dermatologists, and influencers, in collaboration with AnalogFolk, has established Club La Roche-Posay as a powerful platform for Anthelios UV Pro-Sport, showcasing its dual benefits of effective sun protection and everyday essential care. This campaign engages through the world of tennis, inviting viewers to feel the heat, not the burn.”

Live from April through September 2025, the new campaign includes 70+ assets, including four 30-second brand films, social content, OOH stills, and suncare tutorials. These will be distributed across Instagram, TikTok and U.S. digital channels, backed by 360 media and organic amplification.

Matt Mitchell, creative director at AnalogFolk, said, “When TikTok sun safety misinformation gets dressed up as science, sometimes you can dress up your real science as silly sun-drenched fun. Grounding that in the world of the country club gives us a home for tennis stars, iconic influencers, comedy bits, high fashion stills and educational content that actually engages.”

Ben Londesbrough, senior producer at Untold Fable, said, “Bringing this campaign to life in just one shoot day was a true feat of production, and the reason why we do what we do. With only eight hours of talent time and eight hours of December daylight, we ran two hero units across split locations to maximize every moment, supported by a crew of nearly 100 across film, social and stills. Finding Miami locations that matched the brief wasn’t easy, but the result was a slick, high-gloss world that was as fun to build as it was to shoot.

"We branded everything with our club insignia – caps, golf buggies, key rings, towels etc – to make the world as immersive as possible. From the art direction, to the cast, to the energy on set, it was one of those days where the creative, client and crew all clicked – it was a special one.”