Gillette - The Faces Behind the Blades

Background:

With rising competition from little guys like Harry's and Dollar Shave Club, Gillette sought to explore new, creative ways to approach men and garner brand love. 

Creative Approach:

Faced with an increasingly competitive marketplace, we set out to show that Gillette wasn't a faceless, blade-making monolith, but instead a group of passionate, dedicated craftsmen, working hard in the south of Boston. 

Outcome: 

"Faces Behind the Blades” has since evolved into a fully integrated campaign and brand approach, with the faces of Gillette appearing everywhere from social media channels to nationally airing television commercials. 

 

I have also collaborated on several additional Gillette initiatives including: the Gillette KISS (Keep it Smooth Shaven) campaign; Gillette + Justice League film partnership; and more.