Gillette

ProShield

To better explain a new product, we created an experiemental world that investigates the genesis of two seeemingly 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