FACE TIME CAMPAIGN
The GilletteLabs with Exfoliating Bar razor is one of the most innovative razors on the market, packed to the brim with product features that truly elevates the shaving experience. So how does one communicate a game-changing razor to drive customer intrigue for a product that’s been around for over a century during a time of cultural appreciation of facial hair?
As the Senior Project Manager, I managed a fully integrated team to first identify a strategic space that could be ownable to the Gillette brand that could invite new consumers with the goal of increasing product trial and adoption, but without alienating the existing user base. My team then took this holistic campaign strategy and put pen to paper to develop our first TVC creative for national broadcast - continuing Gillette’s storied legacy as one of the biggest brands in the world.
To call it a success would be an understatement. According to Interbrand, in 2023, Gillette’s brand value increased for the first time since 2013.
GILLETTELABS PRODUCTION
Once the strategy and script had been locked, I led our team through the development of an animatic that was pressure-tested against real consumers, allowing us to pinpoint the specific product messaging that was moving the needle the most. For 4 of the 9 total months, it was an alchemy of science and creativity, applying precise creative tweaks to our script and developing a new visual language that was unique to GilletteLabs but could also be replicated across the Gillette portfolio, while catching the attention of the younger, social-first generation.
This came into a life of its own during the pre-production, working hand-in-hand with our director. Analyzing each frame to make sure the correct product feature was being highlighted, down to the framing knowing that we needed this to be recut for each aspect ratio so it could live on various social platforms. Over 6 months, we figured out what we were saying in the creative and why the audience would care, but then came the process of identifying who would be our spokesperson. Who better than Joe and Frank Mele to take on this role.
gillettelabs CGI demo
About halfway through our production, insights from our consumer testing confirmed that the messaging of the product benefit during the demostration were driving outsized results. However, to visually capture this articulation, it required us to update the existing CGI demo.
My creative team and I worked with the client’s Brand and R&D team to carefully and meticulously identify the actions that needed changing so we could then brief the vendor. As the Producer for this workstream, it was my job to handle all vendor agreements, timeline, and costs associated with updating this demo while getting buy-in from all stakeholders internally and on the client side. From there, we worked hand-in-hand over 2 months with the production vendor to update the wireframes, apply new textures, and update the lighting & color all the while parallel pathing the TVC’s post-production so that the updated demo footage would be ready for the July launch.
To see additional 3D animation examples I have led in the past, you can find those in the GE Gets to Work Case Study and the Sonic Drive-In Bursting Bubbles Case Study pages.