FINDING A COOL NICHE
“Tame Your Blade” consumer ad campaign concept created for Ryan Partnership. When it comes to shaving, most shaving creams and gels are sold with razors as part of a system. But what do you do when your shaving gel stands alone on the shelf? To break through, I created a new story by re-launching Edge as the shaving gel that worked with all blades. Promoted as a performance upgrade that guarded against the harshness of a cold steel blade, Edge became the coolest accessory in the medicine cabinet. This playful gel image also became a key interactive device in other ads and online banners.
