Gillette: Masters Of Style

Andre 3000 talks style and grooming (web interview).

“Masters of Style” spread, feat. Andre 3000.

"Masters of Style" spread

M.O.S. “Well-groomed” print spread with Dre.

“Masters of Style” web work (banners, groomer interviews…)

Masters Of Style launch spot.

M.O.S. print spread feat. Andre 3000.

"Masters of Style" web banner

"Masters of Style" web takeover

When Gillette wanted to help urban men master their styling routines while maintaining their identity, I said “Andrè 3000!”

We used the legendary Grammy®-winning artist across platforms to tell a universal tale that was also unique to us. We added Black grooming mavens from local markets to anchor the ‘Masters Of Style’ online and at events.

The result: We sold a ton of razors and other gear! Too bad Gillette folded on Andre’s Master of Style mixtape! (But that’s another story.)

  • Role Copywriter

  • For Gillette

  • Date 2013

  • Type 360º Campaign

  • URL Gillette.com

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