Vaseline

Smooth Your Moves

Helping athletes stay agile, reduce friction, and protect skin from chafing in high-sweat environments.

NBA Sponsorship

The “Smooth Your Moves” sponsored highlight replay connects the brand with agility and precision.

Smooth Your Moves tagline mirrors the athletes at play, while team-branded containers connect peak performance to effortless skincare.

Inspired by Jurassic Park, The Tub is an interactive fan zone with live game viewings and exclusive giveaways, including a Vaseline-branded basketball featuring a sponsored athlete’s handprint.

The Team:
Cailey Bisgould, Alex Baker, Christian Vivona, Carlea Foss

My Role:
Art Director & Copywriter

Client:
Vaseline

Big Idea:
Smooth your Moves

The Problem:
Position Vaseline as the life-hack hero for the next generation. The brand is outdated as still seen as your mother’s jar. Despite its versatility, it struggles to connect with Gen Z, who are unaware of its full potential.

Key Insight:
Gen Z men are deeply connected through sports, especially the NBA, where marketable stars have a strong influence on their interests and purchasing decisions. With sports playing such a central role in their lives, it’s a prime space to engage them and showcase products that align with their active, high-performance lifestyles.