Creating a real time social experiment in Kodiak, Alaska.
To launch Vaseline's new prescription strength moisturizer we put the product to the test by conducting a social experiment in one of the harshest climates in the world, Kodiak Alaska. We set out to see if one person, Petal Ruch could prescribe an entire town and then eventually the nation. Director Derek Cianfrance shot over 150 hours of film documenting the lives and the skin of the residents of Kodiak, Alaska. Photography by Elinor Carucci. All the content created was used to create a national advertising campaign as well a digital experience where you would interact with all the people from the town to hear their stories and learn more.
Agency: BBH New York
Role: Art Director
Awards: Webby Award Website Design / Jay Chiat Awards Grand Prix