Cetaphil has been loved in households around the world for decades, but their image of a tried-and-true — but clinical — brand was in need of a facelift. So taking on the opportunity to showcase their best-selling product, we wanted to bring Cetaphil into the modern age by introducing new, more ownable visual language than the typical skincare ad. Yes, it has to be skincare but it doesn't have to be the cliché all white and sterile models.

​

We leveraged the idea of love in different ways — depending on where we're showing up and the product we're featuring, to showcase that Cetaphil always shows your skin love.