AXE

The AXE brand, though wildly successful, had become synonymous with bros, bikinis and bad hair. Young men who embraced the AXE effect in their teens quickly abandoned the brand as they left high school. 

Enter AXE Matte Effect, a collection of premium hair products, targeted at young men who were new to the category and looking to evolve their style. So how do we speak to this man? By creating a confident new brand with a lighthearted tone of voice, bold visual style, and elevated-but-relatable photography.

Through a responsive website, print campaign, how-to videos, and interactive banners, we made it easy for young men to ditch their spiky, juvenile hairstyles—while entertaining them along the way. 

PROJECT
Brand Definition & 360 Campaign

AGENCY
SapientNitro

ROLE
Creative Director