Control UV, Delete damage.

It’s 2004. Low-rise jeans, glossy lips, and not a drop of sunscreen in sight.

For Kiehl’s Better Screen UV Serum, this campaign rewinds to the era of peak sun damage and gives it a modern fix. Starring Jessica Simpson, the hero film features a video chat between past and present selves, rewriting her skincare history in real time.

From the hero film to social and OOH, the campaign lives inside a fully reimagined 2000s computer world, complete with nostalgic visuals, throwback references, and just the right amount of chaos.