Our relationship with sunscreen is somehow complicated. While it protects our skin from those harmful UV rays (something to be extremely thankful for), it's not exactly something we love to wear. The stickiness, the oiliness… the awful white cast!
For the launch of Neutrogena Hydro Boost Sun we wanted to show everything this sunscreen is not. And we did it with a fully integrated campaign that included Facebook in-feed ads, Instagram stories, e-billboard, print ads and organic social posts.
Meet the most un-sunscreeny, sunscreen ever.
HB sun IG Panorama
HB sun IG Story
HB sun Facebook icky
HB sun Facebook
Rapid Wrinkle Repair
A lot can happen in one week.
Suddenly, your life can turn upside down. Kids grow taller almost overnight. You may find a new love. And why not, you can even make wrinkles go away.
This was the big idea behind Neutrogena Rapid Wrinkle Repair’s new campaign.
With a little help of our friends Nicole Kidman and Jennifer Garner, we took a peek into their lives and showed a more human, down-to-earth side to anti-aging.
One week after the fully integrated campaign went live, products started to fly off the shelves.
A lot can happen in one week JG
A lot can happen in one week NK
Instagram Jen Garner 7 days
Instagram Jen Garner Retinol Oil
Makeup Remover Singles
When life throws you a curveball (a makeup curveball that is), you’ve got to be ready.
For the launch of Neutrogena Makeup Remover Singles we created a series of very cinematic stories where a little wipe literally saves the day.
This campaign ran on both YouTube and Facebook and had amazing recall and brand lift results.
It unfolded beautifully.
MUR Monsoon Instagram
MUR Kiss Instagram
Beware of babies. Those cute and cuddly little creatures have a reckless side not everyone is aware of (except well, their own parents). In this fun Facebook and Instagram campaign for Aveeno Baby we exposed those rambunctious troublemakers and their not-so-sensitive ways. Except when it comes to their skin.
Aveeno Baby Twins
Aveeno Baby Hose
Aveeno Baby Dog
Aveeno Baby Dinner
It’s a daily cleanser. It’s a detoxifying mask. It’s for the ones on the run. And for the ones who have a little extra time.
For the global launch of Neutrogena’s Deep Clean Purifying we faced the challenge of telling a story about a two-in-one clay mask in a short and snappy series of YouTube videos. The campaign was absolutely breakthrough, with one of strongest brand lift metrics Neutrogena has seen this year. Pure bliss.
Neutrogena Me / Also Me
Neutrogena Ditch the Toxins
Neutrogena Decongest Fest
Young skin is one of Neutrogena's most important sources of business growth. And acne expertise is at the core of it. This is a social campaign that involved multiple executions on Facebook, Instagram and YouTube, starring Olivia Holt and Eiza González. No pimples were allowed on set.
Neutrogena Acne Scrub Olivia Holt
Neutrogena Acne RapidClear Olivia Holt
Neutrogena Acne Mask Olivia Holt
Neutrogena Acne RapidClear Eiza Gonzalez
Rapid Wrinkle Repair
Working on a new product launch like Rapid Wrinkle Repair Regenerating Cream was exciting. But I won't lie. Spending two days shooting several spots with Nicole Kidman was beyond thrilling. What an amazing, kind, collaborative and fun person to work with. Crew, agency and clients, we all fell in love with her. Who wouldn't.
Out of the Dark
Kerry Washington is not just one of Neutrogena's celebrity-spokespersons. She is also deeply involved in developing new products like this extension of the Healthy Skin foundation line, featuring new darker shades. The campaign included TV spots, magazine spreads in publications like BAZAAR and ELLE and social media content. I must add that working with Olivia Pope herself was a dream come true.
One of the great things about working on the global business of a brand like Neutrogena is that you can develop creative for different countries around the world. In this case, Australia, the UK and all Latin America. As part of the See What's Possible campaign, here's a series of spots featuring real on-camera talent and narrated by Jennifer Garner and Eiza González.
How do you talk about a totally new and somehow unfamiliar (not to mention sci-fi-ish) gadget in the acne category?
Make it fun. And call Olivia Holt to add tons of cuteness. This video ran in multiple platforms like YouTube, Neutrogena's home page and Amazon.com
Light Therapy Mask How To
Lancôme is such an iconic brand. I was lucky to work on this account in different projects that went from skincare to makeup. I learned so much about crafting beautiful ads as well as taking care of every precious detail. I also had a deep immersion in the history and legacy of this 80 year old Parisian brand. Seeing my work featuring Lupita Nyong'o published in the pages of Vanity Fair and Vogue was not too shabby either.
The challenge: Pantene Expert had to be launched all over Latin America with a bang. But right before releasing a campaign on TV, consumers needed to be educated about hair aging via social media. This teaser video started it all. Featuring Gisele Bündchen, it was launched on Facebook and YouTube weeks ahead the official campaign airing. In Brazil only, it gathered an impressive 600k views in just days. A fun way to create conversations around hair and aging.
Pantene Age Defy - Teaser Brazil
THE EVERYDAY EFFECT
The “Everyday Effect” global campaign was a big initiative that involved several brands of P&G. The idea was simple: Procter & Gamble wanted to go all over the world discovering how its products had an extraordinary effect on people’s everyday life. I was thrilled to develop work for Brazil and Mexico. The casting process was long and meticulous since only real people were the stars in this long-format stories.
I had the chance to meet with lovely people from rural Brazil to the streets of Mexico DF. These stories along with ones from China, USA, France, Japan lived together on P&G’s YouTube channel.
The Everyday Effect Brazil / Rookie
The Everyday Effect Brazil / Siblings
The Everyday Effect Mexico / María Félix
For Pantene Expert, Gisele Bündchen finds her way out from a maze-like world representing hair damage. An insightful story many women can relate to. No models were hurt during the production of this spot.
The Caribbean Tourism Organization wanted a social platform to promote all its 33 participating paradisiacal country members. That was a challenge in itself, since each destination had a distinctive personality, very different from each other. Yet somehow they needed a unified image. Time for a playful solution…
FIND YOUR SUNMATE SITE
Dobel is a premium tequila brand that's anything but mainstream. A little more obscure if you will. A lot more daring. Here's a print/digital campaign aimed at consumers with a more refined (and naughty) taste.
This is a series of posters created for recyclebank.com. It's the story of a happy robot who hangs with a curvaceous Barbie after having been recycled out of soft drink cans.
Proof that not only the environment can benefit from recycling.
BMW VIRTUAL MUSEUM
What if you took the most iconic part of an already iconic brand and made it come alive in virtual museum? What if Beemer lovers (and just plain auto-aficionados) could get access to a vast collection of BMW's just at thumb reach?
This application lets users learn about BMW’s car-making heritage through an interactive interface. Each half of a model’s "kidney" grille will move up or down and the main objective is to make them match. Once each half is perfectly aligned, the user will be able to see the corresponding BMW model and its specifications as well as a 360 view of the car. The ultimate experience for the ultimate driving machine.
A badass tequila for a really wicked crowd. Dobel is best served with trouble. Here's a fun exploratory on brand identity. The client wanted risqué. And risqué they got it.
This was a great opportunity to help Coca-Cola develop an easy to use interface that allowed people everywhere to be aware of the company’s efforts to make the world a better place and encourage users to actively participate in those efforts. Here, the idea was to make social responsibility something fun. And