Gillette
ProShield
To better explain a new product, we created an experiential world that investigates the genesis of two seemingly opposing feelings.
A visual and tactile representation of what happens when Sharp and Smooth collide, the Two Worlds campaign launched the new Gillette ProShield Razor.
The campaign was extended to include the launch of the ProShield Chill, complete with customized “blademojis” to visually connect the spots.
For the worldwide launch of the new Fusion ProShield, Gillette wanted to go above and beyond the normal campaign with something that combined elements of live action, motion graphics animation, and interactivity. They found the perfect partner in Brand New School. Director Chris Dooley and his team got to work in New York designing a completely new brand identity that would live throughout the campaign, before jetting to South Africa for a three week live action shoot. A custom-built set was created on the Cape Town soundstage with massive screens that displayed video content while the action was being shot. The BNS Digital team developed a motion-reactive system that would correspond to a technician’s movements in real time with animated graphics. Adding to the magnitude of this project, the campaign received a dark, moody soundtrack written by Grammy- and Academy Award-winning composer Atticus Ross (The Social Network, The Girl With The Dragon Tattoo).
Agency
Grey
Head of Production
Julie Shevach
Producer
Chad Carbone
Flame Compositors
Kirk Balden, Kevin Quinlan
Assistant Editors
Tyler Byrnes, Rachel Ambelang
Director
Chris Dooley
DP
Jonathan Sela
VFX Supervisor/Flame Artist
Mark French
3D Artists
Dan Bradham, Morten Kühl Christensen
Music
Barking Owl
Executive Creative Director
Jonathan Notaro
Line Producer
David Wolfson
Designers
Andres Rivera, Jeff Welk, David Chun, Chieh Yeh
2D Animators
Peter Harp, Joel Watkins, Michael Constabile, Adam Stockett, Morten Kühl Christensen
Audio Finishing
Heard City
Managing Partner
Devin Brook
Digital Director/Chief Technologist
Justin Bakse
Storyboard Artists
Ryan Beckwith, Hugh Keenan
Editors
Ron Brodie, Eron Otcasek
Telecine
Company 3
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