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SELECTED WORK / 04
CERAVE × INDE GAME
CREATIVE TEST / UNPRODUCED CONCEPT
THE PRODUCT:
SKINCARE.
FROM ~80 PEOPLE
A NIGHT
TO 150–200
EVERY TUESDAY.
UP TO ~300
ON THE BIG NIGHTS.
CREATIVE DIRECTION · MUSIC DIRECTION
COMMUNITY · CONTENT
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01 / THE SEARCH
Idan heads out on a mission to find ostrich eggs - with no explanation why.
CONCEPT DEVELOPED AS PART OF A CREATIVE TEST FOR INDE GAME. UNPRODUCED.
MY ROLE
CREATIVE CONCEPT / BRANDED CONTENT
STORY DEVELOPMENT
THE AUDIENCE:
YOUNG MEN.
THE PROBLEM:
SKINCARE DOESN'T
ALWAYS FEEL LIKE
IT'S FOR THEM.
THE BARRIER WASN'T SKINCARE.
IT WAS PERCEPTION.
Young men already care about looking good.
The challenge was making skincare feel natural in content made for them - without turning the content into a skincare ad.
SO I DIDN'T START
WITH SKINCARE.
I STARTED WITH OSTRICH EGGS.
THE IDEA
“THEY SAY YOU NEED
BIG BALLS TO LOOK GOOD.”
02 / THE QUESTION
Why the hell is he looking for ostrich eggs?
A friend breaks the fourth wall and calls out the sponsored content.
03 / THE REVEAL
“Everyone told me you need big balls to look good.”
04 / THE INTERRUPTION
You don't need big balls to look good.
You need CeraVe.
05 / CERAVE
THE AD ARRIVES
AFTER THE ENTERTAINMENT.
The product isn't the hook. Curiosity is.
The audience first follows a strange story, and only after they're invested does the reason for the journey - and the brand - reveal itself.
CURIOSITY → TENSION → REVEAL → PRODUCT
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