A Super Bowl pitch concept for blending luxury visuals with unserious storytelling.
How Do You Say It?
THE BRIEF
CeraVe’s Super Bowl debut had one goal: get people to moisturise like a derm.
In a category of overpromises, the message needed to be unmistakable — this moisturiser works. It had to make waves. Not just big ones, but the kind that cut through the noise of S’Bowl advertising with clarity, cultural wit, and a wink of mischief.
THE SPARK
CeraVe is a household name no one knows how to pronounce, but everyone knows it works.
THE PROCESS
Moments after the initial KO, my mind couldn’t get away from the visual language of luxury fragrance films. Rich, refined, opulent — much like the experience of using a quality moisturiser post-shower. So, I wondered. What if CeraVe treated itself like a luxury brand since luxury is almost synonymous to quality in the category?
Co-leading art direction, I brought the visual language of these films into a world of hydrating humor with Pedro Pascal at the centre of a high-gloss, high-ham campaign film. From early mood and story boards to OOH, digital, and social storytelling, we shaped a film-forward concept that leans on CeraVe’s commitement to making quality products that work.
REFLECTIONS
This was my first Super Bowl pitch, and the first time I felt the full weight — and magic — of high-stakes creative. We made it all the way to the final two concepts, which taught me a lot about resilience, clarity, and knowing when to fight for an idea. I learned how to delegate, how to refine under pressure, and how to stay scrappy without sacrificing the story.
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Jazzmine Bustamante
ART DIRECTOR
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Maris Moreno
COPYWRITER
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Erika Casales
ART DIRECTOR
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LeAndra Langhorne
COPYWRITER
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Erin Wendel
ECD
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Lauren McCrindle
ECD