Highlighting the clear solution to your skin concerns
Our creative brand team was asked by stakeholders to develop a direct response TV campaign that would drive new user acquisition and build awareness of Curology, within a general skincare audience and not just acne sufferers.

While we had to prioritize a focus on ingredients, we believed there was also a story to tell around how Curology fit into the skincare space—a messy, chaotic category filled with misinformation and overwhelm—while also speaking to the confusion consumers were having around the brand (ex: unsure if our providers were even real people).

The result? 

Not only were the spots more well-liked and associated with more positive emotions than previous campaigns, they also outperformed our original KPIs, including having stronger ‘expert support’ message clarity and unaided ‘dermatologist’ story recall than the 3 previous ad campaigns




Because the ask was to deliver two different videos, we took the opportunity to highlight the two different perspectives: provider and patient. One video takes perspectives and clips that lean into the care offered to patients, while the other focuses on the real dermatology provider offering that one-on-one support. 











Role: Senior Copywriter
Partnered with an art director to concept, develop scripts, get XFN buy-in, crfeative direct on-set, and do voice direction (for related audio spots).

The whole creative crew:
Creative Director: Martin Sanchez
Senior Art Director: Nas Chubinsky
Director: Tati Barrantes
Producer: Anju Purushot
Line Producer: Hans Boysen
Production Assistant: Cyrus Talbar
Designer: Donnah Perez
Photo Editor: Jade Meneguel



NICOLE. JAHNS