A method of enhancing catalyst reactivity includes (1) depositing a conductive oxide on a suitable substrate, (2) depositing a thin film of catalyst on top of the conductive oxide to form a sandwich structure, and (3) annealing the structure at a, suitable temperature so that the thin film of catalyst forms nano structure hillocks that enhance the catalyst reactivity. An improved fuel cell may use an anode or cathode, or both, formed according to the above method. Such an anode or cathode will include a catalyst nano hillock structure formed on top of a conductive material layer.