CeraVe X NBA: Head Coach
CeraVe’s Head Coach campaign was a MASSIVE effort from a VERY talented team that I was honestly just lucky to Art Direct on. The brief was sorta simple and the
TLDR version was to extend the CeraVe and NBA partnership into the brand’s growing haircare business(Shampoo and Conditioner). Naturally, that led us to one of
basketball’s most iconic hair Carmelo Anthony.
Beyond being one of the game’s great scorers, Melo was known for his signature braids and, later in his career, for practicing with his hood up so often that fans gave
him the nickname “Hoodie Melo.” That cultural cachet made him the perfect person to help introduce CeraVe Haircare to the basketball world.
So we brought Melo into the fold as the Head Coach of CeraVe. What followed was a campaign that not only featured other current NBA players and real derms but also touched just about every corner of the playbook: a hero film, social
content, creator partnerships, OOHs, merchandise, IRL activations and prob others than I am forgetting.
Digital Billboard at MSG!!!!!
Worked with The Peoples Gallery to tease the partnership