AXE Matte Effect

To launch a new premium line of styling products for the well know AXE brand, we had to reinvent who the AXE guy was.

Graduating from bros and bikinis into the more elevated category—we merged hairstyle and lifestyle, creating a distinct persona around each product.

The launch encompassed print, brand film, tutorials, style blog, and an editorial website providing styling tips, life advice, and product recommendations.