VAseline | the original knows best
Ask: Turn Vaseline into the symbol of modern life hack culture making it bold and iconic.
Insight: While society tries to erase us as we age, the older we get, the deeper our wisdom.
Idea: Cast a Vaseline grandmother to share grandmother's wisdom with the world.
Role: Art Director & Designer
Client : Vaseline
Step 1: THe CAsting
We launched a nationwide search to find Vaseline’s Grandmother Ambassador. A woman who represents generational beauty, care, and wisdom. The goal wasn’t just to find one voice, but to honor the voices of grandmothers everywhere.
Step 2: Social Content Series
We captured and shared life lessons, rituals, and timeless advices from the casting. This content lived on TikTok, Instagram, and YouTube Shorts, making elder wisdom accessible and viral for younger generations.
Step 3: Meet Amma, the AI Grandmother
We translated this collective wisdom into "Amma", a voice-powered AI assistant trained on the words, rituals, and love shared by real grandmothers during our casting.. “Amma,” meaning “mother” or “grandmother” in many cultures, embodies warmth, tradition, and intergenerational care. She offers skincare tips, soothing words, and daily wisdom bringing ancestral knowledge into the digital age. Scan the OOH poster to enter the web experience and ask Amma anything, anytime.
Credits: Daniela Calderón (Art Director & Copy)