Gillette — Journey through a NYC Pitch

It was between 2012 and 2013. I was working at POSSIBLE. In that time GREY asked them to join the Gillette Pitch. I was lucky enough to be part of the digital team that worked for GREY. The assigment was to develop an executable Toolkit of assets for North America. We delivered one of the most comprehensive Toolkits the brand had ever seen which ultimately lead to winning the business, after 80 year relationship with the previous agency. And this is some of the work I did at that time.

This was my first time working around the flat iron building. NYC day and night. Non-stop working, life in a business pitches constantly questioning if what we do is the right thing to do for the brand. Listening to Nick Cavethrough the night and TV on the Radio during daylight.

There was the idea of mobile first, an idea that was constantly reminded, remember this was 2013. Days and weeks were going by. Fast like trains in a subway. We were flying in and out week after week.

Interactive Elements

The iPhone Layout

Mobile ad, user taps and opens the ad, the ad reveals an interactive video of the razor gliding through shaving gel. The user is able to interact by sliding the icon.

The iPad Layout

This was one of those experiences at least for me that changed my perspective, not just the professional aspect but the life experience. Ultimately we won the business.

Team Credits

Frank Melendez

  • Art Director

Project Tags




    • Marketing & PR

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Frank Melendez
Art Director