cetaphil
Brief
Launch a standout cultural moment at the 2025 Super Bowl that cuts through the noise and turns skincare sensitivity into a conversation that people actually care about.
Solution
We took a real pop-culture moment (Lil Wayne’s Super Bowl halftime show snub) and flipped it into an unexpectedly emotional, funny, and deeply relatable story. We’re All a Lil Sensitive reframed sensitivity as a shared human experience, blending humor with heart in a social-first spot that felt instantly meme-able and unmistakably human.
Anchored by Lil Wayne’s self-aware performance, the film struck a chord across beauty, music, and culture. It proved Cetaphil understands skin andfeelings. The result: over 20M views in 72 hours and earned coverage everywhere from People to Vulture.
Credits
Role: Creative Director, leading concept, art direction, and scripting.
Agency: Lippe Taylor | ECD: Alex Foster | | CD: Hollie Fraser | Creative Strategy: Henry Monsell
