Axe Instinct - Fragrance with the power of leather.
Unilever wanted to position the product as a sophisticated fragrance
for a more mature audience than they had. 

My role in this campaign was concepting, art direction and design.

AGENCY: The Brooklyn Brothers, Ny ECD: Guy Barnett ECD: Stephen Rutterford CD/Writer: Mike Pierantozzi

Digital / Social Concept: 

This iPhone app concept was created for the launch of the new Axe Instinct with the scent of rare leathers. We wanted to emphasize the main essence of the product and created the interactive version of the TV spot. People like the ability to create something out of nothing. We gave them the opportunity to do that through this app where a user can paint in "leather" with their fingers. They can then share their creations. At the end, the idea was to choose the top 3 user-generated images and turned them into interactive banners, print ads and outdoor materials. 

Outdoor event idea for AXE Instinct with fragrance of leather: 
Hire women climbers to climb up a leather textured man's torso.