Brad Roberts and Paul Singer created point-of-purchase posters to sell sunscreen for the scalp.
Evil Bald Guy, an upstart that makes sunscreen for the scalp, wanted to punch up its communications for summer. Bald art director Brad Roberts and thin-haired copywriter Paul Singer, a Seattle-based freelance team, heeded the call. First on the to-do list? Point-of-purchase posters. Giving the company the most bang for their buck, the campaign consists of a visual premise and an anthem line, which can eventually be blown out across all media.