Every celebrity seemed to be launching a skincare brand. So I proposed we disrupt the trend: what if Michael Cera convinced the internet that CeraVe was his? The idea tapped into his dry, awkward humor and turned a simple pun into a cultural conspiracy.
Superbowl spot
In the original deck, I pitched that we "we open on Michael Cera filming his uncomfortably sensual TV commercial" 5 months later, we shot this in Brooklyn, NY
Michael's leaked stan version
Directed by Tim Heidecker & Eric Wareheim
​
Full list of the talented team who brought this conspiracy to life here
Inspired by this scene in Home Alone, I pitched planting staged paparazzi photos of Michael carrying bags of CeraVe product
I DIY created thirsty OOH “flyers,” business cards, a ridiculous (borderline creepy) journal, ID badge, and other props to help sell the stunt & ofc because I love DIY
I suggested CeraVe add to the confusion by releasing an official statement from their social channels
pov: me in a google doc aug 2023 pitching the bottle signing/sticker tactic
-
"Maybe he's just slapping a Michael sticker (and/r his face + autograph) above Cerave on the original bottles? So it's unclear if product went into production with CeraVe's approval or if he's just doing it himself"
Awards & Recognition
-
Cannes Lions (2024): Secured the Social & Influencer Grand Prix and two Gold Lions for Innovative Use of Influencers and Creators.
-
Clio Awards (2025): Achieved Grand Winner status, alongside eight Gold, two Silver, and one Bronze award. It also won the 2024 Clio Health Grand Award.
-
Shorty Awards (17th Annual): Won in Beauty, Multi-Platform Partnership, Use of Viral Content, and Storytelling.
-
Ad Age Creativity Awards (2025): Named Campaign of the Year, edging out other major Super Bowl competitors.
-
D&AD Awards (2024): Earned six pencils, including three prestigious Yellow Pencils.Webby Awards (2025): Recognized as a Winner for Best Viral PR Campaign
-
The One Show (2024–2025): Awarded a Gold Pencil in Social Media and featured in the 2025 Winners Showcase.
​​​
The campaign utilized over 450 influencer partnerships to generate 15.4 billion earned impressions before the actual Super Bowl ad aired. The campaign drove a 25% increase in sales for CeraVe.
