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tyronne schaffer
CREATIVE DIRECTOR // Art
GILLETTE LABS // HEATED RAZOR
Gillette was launching their first premium razor within the new Gillette Labs line and needed a luxury identity match. Evoking the feeling of a hot towel shave, the TV, OLV, and OOH hit the holiday market when people needed warmth the most. The heated razor made a splash not only with high-end consumers and early tech adopters, but the broader gift-giving audience as well.
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