Gillette - The Faces Behind the Blades


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. 


"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.