Temptation Lab

Axe

Creative Director:
Branding, Tumblr Series, Website Design & Web Commercial



Challenge:Axe’s misogynist image was antiquated and the brand looked to be more inclusive with their new products.


Opportunity:
The launch of AXE’s Gold Temptation, created an opportunity to have in-depth conversations with consumers beyond sex appeal.  

Creative Solution:We created the Temptation Laboratory on Tumblr, where we turned the real temptations of men and women -- collected from comments on our social pages and answers to anonymous surveys -- into sharable gifs, videos and images. Then we let Michael B. Jordan take everyone on a tour of the Lab in an irresistible social video.