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 as the go-to scent for locker rooms bombing. And Gen Z wasn’t exactly lining up for a spritz. But then came 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: AXE, the body spray that dared to dethrone a luxury legend as the G.O.A.T. And we got another G.O.A.T [Lil Baby] to launch it.
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 a new school bougie.
Product Activation
We then Ratio’d Chanel. What’s ratio? It’s a Gen-Z slang for an own; When you roast someone or something for being better.
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