Dentsu America launched this integrated campaign for a skin care line that addresses the unique problems of professional tradesmen subject to harsh environmental conditions. The client, Wharton Innovative Products, is innovating the way skin care products are sold and distributed by offering the personal care line where this group already shops—at hardware stores, home centers and auto parts stores. It honors the hard work of their trades and lets them know that there’s a product designed specifically to give their hands the help they need. The visually arresting ads show realistic sets of hands literally taking on the properties of the material they’re working with—wood, metal, cement—as they become damaged. To achieve the effect, award-winning photographer Vincent Dixon and the Paris-based shop Kilato, used an experimental combination of photography, 3-D rendering and Photoshop. The campaign also includes radio.