Vaseline #SMEARIT

Repositioning a legacy staple for a generation tired of overhyped skincare. Gen Z craves honesty, not another “miracle” product. #SMEARIT reframes Vaseline as the no-BS essential that cuts through the noise — using the smear as both a literal swipe and a metaphorical call-out. The campaign turns simplicity into rebellion, bringing Vaseline back into relevance with attitude.

Integrated Campaign | Role: Art Director, Creative Strategist

Awards:

ADDYs Atlanta 2026 - 2x Gold

SCADDYs 2025 - Judge’s Choice, & Gold

Case Study Video

Guerilla Marketing