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.