The Los Angeles-based body care brand Salt & Stone has tapped singer-songwriter Tucker Pillsbury, professionally known as Role Model, for a character-driven campaign timed to his third album “Chuck Timely & The Hourglass,” out on Aug. 7.
In the campaign, Pillsbury plays a fictionalized version of himself, riffing on the flawed, slightly unhinged male protagonists of cult cinema.
“Since the internet likes to tell me I stink, working with Salt & Stone on this campaign felt pretty natural. We actually got to build the character and the creative together instead of me just showing up for a shoot,” Pillsbury said.
Abby Tellam, chief marketing officer at Salt & Stone, said working with Pillsbury, best known in pop culture for being Dakota Johnson’s new boyfriend, underscores a broader talent-led strategy for Salt & Stone that still nods to its athlete roots while widening its cultural footprint.
“It wasn’t really about just choosing a musician to partner with, but partnering with a unique cast of people where we have something fun to say together. Role Model is a really rich storyteller, and he brought a lot to the table outside of just having a fan base; he knows how to connect with his audience. Since he already uses and loves the brand, it felt like we needed to make something happen,” Tellam added.
That alignment extended to the rollout of “Chuck Timely & The Hourglass,” with creative direction built in lockstep with his team. The campaign images were captured by Chloe Chippendale, who also shot the album cover, and the film is directed by Daniel Sachon.
The campaign comes four months after Advent International signed a definitive agreement to acquire a majority stake in Salt & Stone. The deal, of undisclosed size and valuation, comes as Salt & Stone closed 2025 with $165 million in revenue.
It also grew double digits across all channels for the time period, which included Amazon, Sephora and its own website (accounting for 40 percent of sales), according to the brand. The company was founded by Nima Jalali, a former pro snowboarder, who launched Salt & Stone in 2017 when a knee injury made him more conscious about his overall health.
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