For the Gillette Labs Neon Edition, the objective was to translate the physical sensation of effortless precision into an inescapable visual experience.
As campaign developer, facilitator, and enabler, I was responsible of this translation. My primary mandate was the art direction of the motion execution and the absolute guarantee of its visual effectiveness.
The intent was to create a campaign that dictates a modern visual standard.
Engineering the Visual System
I designed a motion language devoid of traditional grooming clichés. We harnessed the product’s sleek aesthetic and signature neon green to create a kinetic identity that felt immediate, premium, and high-tech. Every frame was calibrated to communicate frictionless performance, establishing a visual standard that commanded the room across all digital and immersive touchpoints.
Managing and directing the Execution
Brilliant creative often degrades in the execution phase. My role was to eliminate that friction. I aligned cross-functional teams, translated strategic intent into creative action, and defended the visual integrity of the project from storyboard to final render.
Motion DNA
