HYPHeN × Tennis

Court Season

HYPHeN ALL I NEED SUNSCREEN SPF 50 PA+++
A campaign for the intersection of sport, luxury, and skin.

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The Brand

HYPHeN is a clinical skincare brand co-founded by Bollywood actress Kriti Sanon. The products are science-backed, dermatologist-tested, and built around real skin concerns. The sunscreen range has over a thousand verified reviews and includes a sport formula with 180 minutes of sweat and water resistance. The brand has been featured in Vogue, Harper's Bazaar, Forbes and Cosmopolitan. Despite that, their visual world is almost entirely e-commerce. No editorial presence. No fashion point of view.

The Opportunity

Tenniscore became one of the defining fashion aesthetics of 2024, from luxury houses to street style. At the same time, HYPHeN makes a sunscreen that is genuinely built for sport. Nobody had told that story visually. This campaign is what that looks like.

The Audience

Fashion-forward South Asian women in cities like Toronto, London, Paris and Mumbai. They invest in premium skincare and follow fashion closely. They wear SPF every day but have never seen an SPF brand speak to their world with any real visual ambition.

The Concept

Court Season. A campaign built around a product that is genuinely made for sport, and a brand that has never been seen that way. The visual world moves between a clay court and a runway — precise, considered, unhurried.

01 The Editorial
Clay Court
Overhead action shot — model on clay court, HYPHeN tube in foreground
Model from behind on clay court, product held behind back
02 The Face
Beauty · Golden Hour
Close-up: model applying HYPHeN sunscreen to cheek, skin texture visible
Model holding product and tennis ball raised to forehead, direct gaze
03 The Duality
Same Scene. Two Perspectives.
HYPHeN tubes arranged across stadium seats with tennis balls
04 The Product
Still Life
HYPHeN tube against exploding clay ball — hero product shot
Product still life: racket, two HYPHeN tubes and tennis ball on clay court
HYPHeN tube resting in a ball cart full of tennis balls
HYPHeN tube nestled in the strings of a tennis net
05 Out of Home
Placement Concepts
Transit Shelter Concept
HYPHeN bus stop billboard mockup on Paris street
TRANSIT SHELTER CONCEPT
Underground / Metro Concept
HYPHeN campaign billboard mockup in metro underground station
UNDERGROUND PLATFORM CONCEPT

The Work

An unsolicited campaign concept covering editorial photography, beauty portraiture, product still life, and out of home placements.

Built independently — no brief, no studio, no production budget. Images generated with AI tools, directed and conceived by Khushbu Singal.

Why This Matters

South Asian beauty brands are entering Western markets and they need creative partners who understand both worlds. This campaign shows the ability to find a real strategic gap, build a concept with actual logic behind it, and execute across every format a campaign needs.

"The court is the context. The sunscreen is the point. Everything else is just good taste."

Creative Direction

Khushbu Singal

Art Direction

Khushbu Singal

Production

AI Image Generation

Brand

HYPHeN

Unsolicited concept developed as a portfolio project. Not affiliated with HYPHeN. Not for commercial use.

Year

2026

Note

Unsolicited concept developed as a portfolio project. Not affiliated with HYPHeN. Not for commercial use.