● Michael CeraVe: One of the year’s most awarded campaigns, built around a simple question: what if we convinced the internet that Michael Cera invented CeraVe? Designed as an earned-first idea, the social rollout sparked a frenzy and ultimately led to the brand’s first Super Bowl spot.

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The guerrilla campaign started by planting a rumor on Reddit, then intentionally fueled speculation across social. Creator run-ins, conspiracy breakdowns, meme amplification, unboxings, and “leaked” sightings worked together to blur the line between fiction and reality. We orchestrated media to play a central role in advancing the story at every stage, turning the internet into an active participant.

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Before the Super Bowl even aired, the campaign had generated more than 6 billion impressions without a dollar in paid media. The response was overwhelmingly positive among consumers and industry insiders alike.

Following the game, the work went on to win the Super Clio for Best Super Bowl Ad.

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Role: Senior Copywriter