New AXE Effect
AXE / Unilever
The New AXE Effect
The New AXE Effect
The New AXE Effect
The AXE Effect
The AXE Effect
The AXE Effect
Fine Fragrance
G.O.A.T
AXE / Unilever
03
Brand Story
AXE had a bit of a stinky history: the go-to scent for locker-room-bombing. And Gen Z wasn’t exactly lining up for a spritz so they launched the Fine Fragrance Collection. In a blind smell test, 70% of young people picked it over Chanel Bleu. So we told the story of an unexpected underdog.
platform
AXE Fine Fragrance is the new fragrance G.O.A.T in the new age luxury.
We kicked off our 30-second TVC by flipping the script on the mall’s fine fragrance department; turning it from old-school luxury into new school bougie.
Product Activation
We then Ratio’d Chanel. What’s a ratio? I don't know ask Gen-Z.
Ratio Case
Gallery
Role
Associate Creative Director
Next Project
New AXE Effect
AXE / Unilever
The New AXE Effect
The New AXE Effect
The New AXE Effect
The AXE Effect
The AXE Effect
The AXE Effect
Cheesy Burger Pizza
Papa Johns
04