Gillette Intimate | Proctor & Gamble | FMCG

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Getting intimate with Tom Daley

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Role: Design Lead | Motion Director

Scope: Integrated campaign (social, DOOH)

Team: Creative Director, Art Director, Copywriter
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Launching a male intimate grooming range required entering a category that is often avoided or treated with humour that feels crass.​ The challenge was to introduce a new product with confidence and establish Gillette as the trusted brand in a vulnerable space.​

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We developed a campaign grounded in confidence and reassurance, using wit without undermining trust. To shave “when it really, really matters”.​

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Key contributions:

• I led design and motion direction across a multi-channel rollout.

• Ensured consistency across all campaign outputs.

• Built a system that could extend into future campaigns.