VASELINE
THE SOLUTION
I developed a social-first campaign that repositions Vaseline as a life hack essential—something you reach for in the everyday mess-ups that come with figuring life out. “Adulthood 101” re frames buying your own jar as a small but meaningful milestone. Through notebook-style visuals, to-do list humor, and day-in-the-life moments, the campaign reflects how chaotic early adulthood can be while positioning Vaseline as a steady, low-maintenance sidekick through it all.
The Problem
Vaseline wanted to connect with a younger audience and reestablish its relevance, not just as a skincare staple, but as something practical, current, and emotionally resonant. The brand needed a fresh entry point that felt true to Gen Z humor, challenges, and everyday reality.