Gillette - Library of Styles

With its Masters of Style campaign, Gillette signaled a move away from its slick, clean-shaven heritage toward an edgier, fashion-forward positioning. As part of the global campaign featuring André 3000, Gael Garcia Bernal and Adrian Brody, Proximity Canada engaged VMG to produce a series of 18 how-to videos to accompany the launch of the Fusion® ProGlide Styler™.

The brief was to produce videos that were clear in what they were teaching viewers, while still being kinetic, engaging and stylish, and carrying Gillette’s new image in the interactive space. The series ran on Gillette’s global YouTube channel and the product microsite, gaining over 200,000 views.