Creative agency Humanaut has launched a new campaign for Hero Cosmetics, the skincare brand best known for the #1 best-selling acne patches in the market. The campaign introduces Hero Mighty Shield, an invisible liquid patch designed to work seamlessly under makeup, and extends the platform to Mighty Patch Original. The campaign centers on Mighty Shield’s first ever brand awareness ad, debuting with a high stakes scenario of a woman encountering a zit as she gets ready for her first day at a new job. Instead of panicking, she simply applies Mighty Shield to the imposing pimple. The invisible liquid patch barrier protects her skin and conceals under makeup, providing a no-drama solution and a clear path to her brand new start. A companion ad for Mighty Patch explores a different high-pressure scenario: getting ready for a first date. Though her zit plans to tag along, one Mighty Patch — which can absorb pimple gunk and impurities in just six hours — diminishes the zit before it even has a chance to try to ruin her date, leaving her good mood unblemished.
The campaign’s tagline, Hero. Enough of that z*t., runs across both product lines.
Across the work, pimples that scheme, spiral, and attempt to hijack the moment, only to find themselves completely irrelevant. The creative draws on a cultural truth: that breakouts have long carried far more emotional weight than they deserve. Mighty Patch and Mighty Shield make that weight disappear. The work also represents a push to bring both products to wider audiences, building on the momentum of Mighty Patch Original as the category leader.
“We’ve always wanted to take the drama out of breakouts. Mighty Shield is built for real life—it works, and it lets you get on with your day without overthinking it. That’s what we love about this campaign. It flips the script and reminds people that a pimple really doesn’t deserve all that attention.” — Remy Klein, Associate Vice President of Beauty, Church & Dwight
“Mighty Shield is a genuinely new kind of product. It’s able to discreetly shield your blemish so that you can go about your day,” said Bethany Maxfield, Executive Creative Director, Humanaut. “That was the spark for us creatively. We kept returning to this idea that pop culture has spent decades convincing us that a pimple is a crisis, and here’s a quality product from a beloved brand that completely deflates that. For the new round of work, we simply tugged on that thread.”
The campaign runs across a wide range of digital and connected TV platforms, including Peacock, Hulu, Amazon, Catalina CTV/OTT, Meta, TikTok, Pinterest, Snapchat, MikMak, and The Trade Desk.
Creative assets include :30, :15, and :06 videos for both products, as well as static display ads sized for social placements for the Mighty Patch Original campaign. The campaign was directed by Yaara Sumeruk, with director of photography Jasmin Kuhn.
