Market sentiment was that shopping for razors takes too much effort. People want a razor that gives them the shave that they want without having to spend too much time thinking about it.
I lead the creative process from concept to completion while partnering closely with UX and strategy leads. Our goal was to create a site that gave guys what they want: a fast, simple and surprisingly sophisticated shopping experience they can feel confident in.
We made it easier than ever to navigate through a sea of products to drill down to just the one you are looking for, whether that was based off of need or product knowledge.
One of the more complex facets of this site is the ability to not just purchase from a variety of other online retailers including directly from Gillette. So when price and inventory vary from day to day we needed a solution that was dynamic and real time that offers up our guys the most recent information so they can make an informed decision.
Since the product is the reason guys come to the site, we wanted to elevate the quality of photography to portray our razors as objects of desire. In doing so required a large scale product shoot with the entire Gillette product lineup. The result is an overall raised brand aesthetic and consistency within each product family.
We produced and directed a humanity shoot telling a "shave story" through prep, shave and post shave, with 3 different males to appeal to our global markets.