From getting briefed in July to the big reveal on Super Bowl Sunday, I was part of the original pitch team behind CeraVe’s 2024 Super Bowl campaign. We posed a question, and let the internet run with it: Is Michael Cera the creator of CeraVe?

We set out to get everyone talking about CeraVe skincare through our favorite awkward icon. I helped shape and maintain the brand’s voice across the entire campaign, from the final spot, influencer briefs, and scripts, to GIPHYs, social content, and even cryptic community management comments, right through Super Bowl Sunday.

We hacked every corner of the internet: crashing influencer content, sending obscure PR kits, staging paparazzi shoots, and planting Easter eggs on Reddit. It was a fully hands-on experience.

The mystery unfolded over four weeks on social, building buzz and chaos that peaked with a perfectly bizarre reveal on Super Bowl Sunday.