Senior Art Director
Curology Direct Response Campaign
“The Clear Solution”
  Our creative brand team was asked by stakeholders to develop a direct response TV campaign that would drive new user acquisition and build awareness of Curology, within a general skincare audience and not just acne sufferers.

While we had to prioritize a focus on ingredients, we believed there was also a story to tell around how Curology fits into the skincare space—a messy, chaotic category filled with misinformation and overwhelm—while also speaking to the confusion consumers were having around the brand (ex: unsure if our providers were even real people).

Not only were the spots more well-liked and associated with more positive emotions than previous campaigns, they also outperformed our original KPIs, including having stronger ‘expert support’ message clarity and unaided ‘dermatologist’ story recall than the 3 previous ad campaigns.

Because the ask was to deliver two different videos, we took the opportunity to highlight the two different perspectives: provider and patient. One video takes perspectives and clips that lean into the care offered to patients, while the other focuses on the real dermatology provider offering that one-on-one support.


Patient Perspective – Leaning into the care offered to patients


Provider Perspective – Focus on the real dermatology provider offering one-on-one support


Patient Perspective :15
Provider Perspective :15

Credits

Creative Director: Martin Sanchez
Senior Art Director: Nastacia Chubinsky
Senior Copywriter: Nicole Jahns
Talent: Nahal Niakan, Tuesday Stella White
Director: Tati Barrantes
Production: Anju Purushot
Line Producer: Hans Boysen
Motion Designer: Blake Piyathanapong
Designer: Donnah Perez
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