The campaign idea was simple: a routine this good doesn't need a comeback. It is GOATed since day one. We worked with talent that carried their own nostalgic pull: the Taylor Lautners, Josh Peck, Aly & AJ, all showing how the routine stayed the same across different eras of their lives.

We put up 3D digital billboards in LA and NYC, then brought in VFX creators like Fabio Farati and the Young Emperors (absolute masterminds when it comes to making things look surreal) to interact with them. We even got our derms involved., making the very billboard, its own content moment.