Demanded By Skin

CERAVE

What would your dry skin say if it could talk?
That question became Demanded by Skin — the idea that helped McCann win CeraVe and unlocked a whole new way for the brand to speak. What started as a product tagline quickly grew into a global brand platform..

It was a crash course in building modern, 360 work at scale: market-specific films, modular POS and e-commerce design systems, and the seamless blend of AI, CGI, and live action. Six campaigns in just over a year later, it’s still one of the most creatively ambitious projects I’ve been part of.

HEY, IT’S ME, YOUR SKIN

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HEY, IT’S ME, YOUR SKIN 〰️

A woman holding a jar of CeraVe moisturizing cream towards the camera. The woman is wearing a white strapless top and is in a room with blue and white walls.
Two bottles of CeraVe skincare products against a blue background, one labeled 'Balancing Air Foam Cleanser' and the other 'Oil Control Moisturizing Gel-Cream'.
A hand opening a jar of CeraVe Moisturizing Cream with a blue background and two white towels on a white tiled surface.
Four bottles of CeraVe skincare products on a white surface with hands reaching in from different directions and a blue background.