My colleagues and I launched CVS’s first RMN agency, crafting creative for national and global brands. Ads ran across their digital network and beyond.
Time Frame
2024
Objective
Father’s Day TOFU campaign
Agency
CVS Media Exchange
Role
Art Director, Sr. Designer
Creative Director
Allison Volpicelli
ACD
Jake Grauds
Project Manager
Issa Reyes-Lao
Copywriter
Jack Savage
Software
Illustrator, Photoshop
AI
Leonardo (upscaling)
Skills
- Art Direction
- Attention to Detail
- Compositing
- Concepting
- Design
- Scrappiness
- Strategy
The Challenge: We were tasked with a Father’s Day ad. Gillette then asked us expand it with more products, across digital and OOH.
The Solution: With a twist on Gillette’s classic line, we turned Father’s Day upside down. Forget an obligatory wrench set, Gillette gives dads a unique and powerful way to bond with their sons.
Strategy: The “smaller” razors are from their Sensitive lines, making it easy for a young person to begin shaving.
Each pair of razors is from the same… family. 😉
Blue/Father’s Day: SkinGuard
Green/Dad: Gillette Labs
Orange/Son: ProGlide
We researched Gillette’s most successful OOH applications and proposed familiar solutions that would maximize impact.
Banners
Version 1
Version 2
Version 3
I carried the color through from each billboard execution, linking each element of the campaign.
On the Web
