The Challenge: With the 2024 Olympics presenting a major opportunity for mass reach, Neutrogena challenged us to create a 15-second film that would cut through a highly competitive media moment, leveraging its celebrity brand ambassador to build recognition and keep the brand front of mind.

The Approach: Using the Science of Brand Growth as our strategic framework, we focused on increasing mental availability through broad reach, distinctive brand assets and instant recognition. I helped translate these principles into the creative approach, using Neutrogena’s celebrity ambassador to create a simple, memorable idea designed for maximum impact in just 15 seconds.

The Outcome: The resulting 15-second film launched during the 2024 Olympics and tested strongly, generating almost one billion impressions. Across every channel, CPM and vCPM outperformed benchmarks — demonstrating the impact of combining broad reach, distinctive brand assets and celebrity recognition at scale.