What started out as a small brief for social media visuals grew steadily into a much larger campaign as the agency, and client were delighted by a new level of execution for the AXE brand in South Africa. Beginning with a simple brief for a pack-shot build - we treated each AXE variant as an additional opportunity to highlight its flavor notes by showing the ingredients in their raw form. We crafted a high-energy soundtrack as a base for a common edit structure and customized the ingredients for each variant. As a campaign run principally through social media, we built for portrait, square, and landscape formats from the beginning, allowing us to generate additional assets for in-store and print purposes.

Agency: Gorilla, Client: Axe Animation | Iced Mint, Producer: Yushavia Naidoo, CEO: Jordan Wallace, MD: Michelle McEwan, Art Director: Candice Herridge.Produced by Masters & Savant, Producer: Alise Antrobus, Director: Chris Lockhart, Animators: Sean Frawley, Gerbrandt Nel.