Gradient concepted and created the Heroes Behind the Mask campaign in March of 2020 to honor nurses across the country for their sacrifice during the unprecedented global pandemic. 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.