The Strategy

Rather than focus solely on product, the launch centred on Different Strokes, a content series exploring the personal rituals and experiences that shape how different men approach grooming.

The storytelling gave the category an emotional and cultural point of view while supporting a broader omnichannel launch across film, photography, digital and retail.

My Role

Creative direction across the launch in collaboration with Zulu Alpha Kilo, overseeing the visual expression of the campaign across content, product imagery and digital channels.