Gillette is an American brand of safety razors and other personal care products, including shaving supplies, owned by the multi-national corporation Procter & Gamble (P&G). For this campaign, Gillette wanted to generate sales of their three biggest-selling razorblades for young millennials - think Snapchat generation.

• For Stories & In-Feed.

• Message - “There's a best for every man.”

• Youthful, Abstract, Playful tone.

We were speaking to a very social media-savvy group of guys. What does this mean? It means we were looking for catchy, abstract, and playful content that grabs those with very short attention spans. This content serves to entertain.

For each video, I had to focus on a single razor and show, in a captivating way, a series of scenes where this product coexisted with movements and visual effects. I also work with a strong and large copy and play with color combinations and general design compositions that are odd enough to pique curiosity.