Role // Art Direction / Design
Clearasil changed its focus for 2014 and wanted to be much more targeted towards teenage boys. Our biggest challenge was to drive relevance with this very difficult-to-advertise-to audience. Our task? Create a participation platform centered around the #UpYourGame fast message.
We created a crowdsourced experience that gave teens the chance to up their games by co-creating a series of YouTube videos. Each video builds onto the previous one based on teens’ best comments to create the most weirdly awesome ultimate confidence boost.