A social (Lotion) Experiment: To launch Vaseline's new prescription strength moisturizer we put the product to the test by conducting a social experiment in the town of Kodiak, Alaska (with one of the harshest climates in the world). We gave the product to one woman, Petal Ruch, asked her to try it and if she liked it to prescribe it to anyone she felt needed it. And so the spread began. We documented the entire spread over the course of 3 weeks, capturing over 200 hours of footage and over 3000 images of the people of Kodiak. The content was then used to create all campaign assets from TV to digital to print. We worked with indie Director Derek Cianfrance and artistic Photographer Elinor Carucci.