Axe Hair-Styled in Seconds
The Objective
To launch a new line of Axe hair styling products by meeting the target audience where they already lived: YouTube. The goal was to subvert the popular makeup tutorial trends to show how simple and fast male hair styling could be.
The Creative Execution
Developed for Razorfish, this interactive YouTube campaign featured a series of "riffed" tutorials.
The content played on the contrast between high-effort beauty tutorials and the "Styled in Seconds" promise, using humor and fast-paced editing to keep engagement high.
At the time, this was a pioneering use of YouTube as an interactive application rather than just a video hosting site.
Mercedes-Benz
Interactive digital campaign introducing mbrace in-vehicle concierge service across desktop and mobile for Razorfish.
Marc Jacobs-Daisy Dreams
The Objective
To drive digital engagement for the launch of the Daisy Dreams fragrance by creating an ethereal, community-driven brand experience. The goal was to translate the scent’s "dreamy" aesthetic into a tangible digital activation for Razorfish.
UGC Integration
We designed a platform for users to submit their own "Springscapes"—personal images that captured the essence of the season—which were then housed in interactive time capsules.
Artist Curation
To elevate the experience, we collaborated with artists to create high-end curated Springscapes, providing a professional anchor for the user-generated content.
