SKYN is looking at football fandom through a more intimate lens. Ahead of this summer’s global football tournament, the intimate wellness brand has launched “Faces,” a new global campaign created with L&C that captures supporters in moments of pure emotional release.
The campaign is built around a simple observation. Football is one of the rare public spaces where adults freely surrender to emotion. For 90 minutes, fans scream, cry, hold their breath, jump into strangers’ arms, and let every reaction show. Their faces often say everything before they ever speak.
For the intimacy brand, those unfiltered expressions connect directly to its global “Feel Everything” platform, which is rooted in shared pleasure, emotional intensity, and intimate connection.
The work is also supported by new research showing that football fandom is as physical as it is emotional. A 2026 study published in Scientific Reports found that fans attending a match in person recorded average heart rates 23 percent higher than fans watching elsewhere, with heart rates climbing above 100 beats per minute during pivotal moments. Researchers described the phenomenon as “football fever,” a measurable state of emotional and physical arousal.
At first glance, the campaign’s close-up portraits appear intensely personal. Eyes closed. Mouths open. Breaths held. Expressions hover somewhere between anticipation and release. The reveal is that these are not intimate bedroom moments. They are football fans watching the world’s biggest sporting event.
The campaign extends SKYN’s platform into one of culture’s most emotionally charged rituals, celebrating the tension before a penalty kick, the anticipation of extra time, and the eruption after a last-minute goal. Watch the four 18-second spots below:
“The upcoming global football tournament is one of the few moments where people completely let go, publicly,” said Marta Toth, VP global marketing and innovation at LifeStyles. “Fans scream, release tension, celebrate, and react instinctively because they care so deeply. Those are the moments that stay with us. With Faces, we wanted to celebrate the passion and emotional intensity that make football fandom such a powerful human experience, much like the shared intimate pleasure SKYN champions.”
While many tournament campaigns focus on teams, competition, and national pride, SKYN is focusing on the feeling behind the game. The brand is positioning fandom as a shared physical and emotional experience, one that mirrors the vulnerability and intensity of intimacy.
“Football creates a level of emotional honesty that’s incredibly rare,” said Rolando Cordova, cofounder and co-chief creative officer at L&C. “For a few hours, people stop worrying about how they look and simply react. That’s what fascinated us. The faces people make while watching football can be surprisingly intimate because both experiences come from the same place: complete emotional investment.”
The campaign will run globally across social, connected TV, and digital platforms throughout the tournament, inviting fans to embrace every gasp, scream, celebration, and heartbreak.
For SKYN, “Faces” turns the language of sport into the language of shared pleasure, finding a surprising connection between two experiences that ask people to stop managing their reactions and simply feel.
CREDITS:
BRAND: SKYN
- CEO: Laurent Faracci
- CGO: Gregory Chabidon
- VP Global Marketing & Innovation: Marta Toth
- Sr. Global Brand Manager: Michele Martinelli
AGENCY: L&C
- Chief Creative Officers: Rolando Cordova / Gian Carlo Lanfranco
- Executive Creative Director: Bruno Franchino
- Associate Creative Directors: Juliana Laborde / Sarah Knutson
- Managing Director: Gino Cochella
- Account Director: Cesar Bellido
- Junior Art Director: Lucciana Bedoya
- Executive Producer: Paul Cordova
PRODUCTION COMPANY: Fertil
- Director: Santiago Chavez
- Executive Producer: Tarek Kahhat
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