S’HOT: ‘five o’clock shadow’
The Client: BBDO New York – Gillette USA
The Agency: AM I Collective for BBDO New York
The brief: Create three executions for Gillette razors, playing on the idea of the ‘five o’clock shadow’ that appear on men’s faces if they don’t have a close enough shave. The five o’clock shadow in each execution was to be interpreted as the shadow of a monster, frightening the characters in the scene that are interacting with our hero. The style reference was Tim Burton and Edward Gorey – macabre black and white sketched characters in a slightly dark and distorted setting.
Creative Solution: In typical AM I fashion they adapted the character styles somewhat while keeping the elongated, contorted proportions of Tim Burton’s work. In addition AM I also added textures and interesting little details like hidden smaller characters, telling sub stories. AM I also provided hand typography for the copy (poems) that were supplied. The campaign ran over Valentines Day in US print media.
Creative Team: Am I Collective
Fro my June ‘Create’ Colunm in AdVantage magazine.