Gillette Venus ‘17

role

Senior Art Director

Project/CLIent

Gillette Venus 2017 Global Brand Campaign

services

Concept Ideation

Art Direction

Design

Global Brand Visual Identity Development

Production (Broadcast and Print)

On Set Art Direction (Broadcast and Print)

Post Production (Broadcast and Print)

the campaign

We all know the old Venus commercials with the iconic song and girls dancing on the beach. But we wanted to redefine Venus, by injecting more attitude and the strength to be comfortable in your own skin.

On this global campaign, I worked closely with my CDs and CW (Bryan Burns) to develop the new Venus Brand Visual Identity and Tone (Including an almost 200 page Brand Book!).

Visual direction

Our new visual identity aimed to convey the essence of the new Venus woman. One that was confident, unique, and most of all, comfortable in their own skin.

Through the lense of Guy Aroch and his unique take on color, we tied in the blue of the Venus brand equity in a cohesive way that stood out in the category.

*Shot with photographer Guy Aroch and Director Phillip Andelman.

Brand identity development

“Venus Blue” is at the core of Venus’s brand equity. A color inspired by the ocean, where most of our creative takes place.

But to ensure we were not always anchored to one location we incorporated the Venus color palette in other ways: such as through subtle blue gradients over photography, as well as injecting it into wardrobe and set design.