GRADIENT and MATTE concepted and created the Heroes Behind the Mask campaign in March of 2020. Given CeraVe’s long standing association with nurses, the program was sold as a national campaign featuring a custom website, a social media recruitment campaign, development of all social assets, selection of nurse winners, and the creation of a 4 part mini-series featuring heart-touching personal stories following the lives of 4 nurses from across the United States.  The program had great success, garnering media attentional both at a local and national level. The campaign reached well over the intended 100 million views with features done in the NYT, Extra TV,  local news outlets, Upworthy, and People magazine.