CeraVe La Velada V
project overview
The famous skincare brand, Cerave, was one of the main sponsors in the biggest Twitch event up to date: "La Velada del Año V". And they wanted to bee seen by a completely different target. I worked to develop an award-winning concept and visual identity that caught the eye of over 9 million live viewers worldwide.
Award
W!N AWARD Best Branded Content 2025
project type
Branded content
year
2025
my role
Art director & Creative
client
CeraVe
After conducting in-depth research on the context, the target audience, and the client, we set out to develop the main idea: “La Ceravestia” (or “The CeraVeast”). A strong, deeply moisturized man created to fight the external agents that threaten our skin. Although the concept may seem a bit goofy at first, it completely connected with the audience, successfully delivering the message during the one-minute prime-time slot at the main event. This was supported by all the online content released beforehand to build hype around La Velada.
Working on this project was both an unconventional challenge and an incredibly rewarding experience. By leaning into bold creativity, CeraVe didn’t just show up at the event — it became part of the story. The brand connected authentically with its target audience, integrated seamlessly into the narrative of the night, and turned cultural relevance into measurable impact, doubling website traffic immediately after the activation.
