For the past century, Gillette's sports marketing play was all about players looking their best for the big game. But the next generation of athletes want to look their best at all times. From their feeds, to practice and every arena in between.




In a reversal of the brand's historic approach, we took our product story off the court and into Toronto Raptors rookie Gradey Dick's social feed. A crossover that leaves Hall-of- Famer Tracy McGrady open to new ways of showing up for the game, online, and in life.
“GET READY WITH GRADEY“ 30 TVC
Who shaves for practice?
“GET READY WITH GRADEY“ 15 TVC
SOCIAL

     
“GET READY WITH GRADEY“ ALT OPENING

BALLIN BEHIND THE SCENES








We then steered the Team Gillette bus toward Quebec, where Hockey is arguably the most identifiably Canadian cultural marker and the connection to players is even more intimate.


"Smoother than your uncle's shave!"

We again chose to tell a grooming story outside of the arena, this time at the front door of local hockey legend Raf Pinard's aunt's home. After noticing his smooth shave during a customary "La Bise" greeting, Raf's aunt is inspired to take her husband's grooming game into her own hands.
“LA BISE“ QUEBEC
Someone's hubby is getting a new razor...
:15 CUTDOWN
CURTAIN CALL

Eric Witman, Alyssa Leary: CDs
Lauren Dinsdale, Taylor Vance: Producers
Riley Peak, Jack Rososin, Sam Rudykoff: Sr Creatives
Sacred Pact, Vincent RC: Directors




CREATIVE DIRECTOR (DELUXE EDITION)
Includes state–of–the–art personality, 10+ years of agency experience and a very exciting wardrobe. Interchangeable hats include managing teams large and small, winning new business and championing agency culture. Lights up in collaborative environments.