Cetaphil Global

[Executive Creative Director]

75-year-old skincare brand Cetaphil needed a global update, to create a more youthful and dermocosmetic look and feel for their We Do Skin You Do You campaign. I oversaw the creation of a massive photo and video library with hundreds of assets to be leveraged by marketers and vendor partners across the globe — the first of its kind for the brand. Using this video, photography and the global brand guidelines we developed, we created dozens of new social assets for Meta, Instagram, TikTok and Pinterest, in-store pieces, trade show graphics, and more that leaned into Cetaphil’s Skin Science. We also set the stage for influencer and brand activations globally.