Raise Your Acne IQ
Nearly half of all people living with acne turn to social media to find information about their skin condition. On TikTok, acne sufferers are becoming home-remedy influencers with #acnecure having 45.2M views alone.
Raise your Acne IQ with Differin.
In this campaign, Differin debunks unscientific acne myths circulating on the Internet while also educating individuals about what sets Differin apart.
Client
Differin
Year
2023
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Acne isn’t just a skin issue — it’s an overwhelming, emotional experience.
For Gen Z, the problem isn’t a lack of products — it’s a lack of clarity.
They’re navigating a flood of conflicting advice, misinformation, and stigma, often leaving them feeling confused, discouraged, and less confident.And while many brands tell them to “feel confident,” what they actually need is understanding and control.
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Position Differin as the brand that empowers people through knowledge, not just treatment.
Shift from:
selling acne solutions
To:
helping people understand their skin and take action with confidence
By making acne education:
simple
accessible
and integrated into the places they already spend time
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Raise Your Acne IQ
Turn acne care into something you can learn, master, and level up.
Instead of overwhelming users with information, Differin reframes skincare as:
something interactive
something approachable
something you can get better at over time
By meeting people where they already are — culturally and behaviorally — the brand transforms education into an experience that builds confidence, control, and consistency.
Instead of licensing “SkinTok” videos ($$$) for each spot, we decided to create them ourselves. Location? My apartment. Post-production? My laptop. And talent? My colleagues and I. (That’s me, drinking from the giant water bottle).
My role?
Pre-production, on-site art direction, and overseeing post-production of the final, 360 campaign deliverables.
