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 proposed 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 incredibly 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 to further confusion
DIY created thirsty OOH “flyers,” business cards, a ridiculous (borderline creepy) journal, ID badge, and other props to help sell the stunt
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
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"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
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Cannes Lions (2024): Secured the Social & Influencer Grand Prix and two Gold Lions for Innovative Use of Influencers and Creators.
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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.
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Shorty Awards (17th Annual): Won in Beauty, Multi-Platform Partnership, Use of Viral Content, and Storytelling.
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Ad Age Creativity Awards (2025): Named Campaign of the Year, edging out other major Super Bowl competitors.
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D&AD Awards (2024): Earned six pencils, including three prestigious Yellow Pencils.Webby Awards (2025): Recognized as a Winner for Best Viral PR Campaign
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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.
