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I'm Melissa, a London based integrated designer with a penchant for motion, art direction and digital design.
Gillette | Proctor & Gamble | FMCG
Go for gold
Role: Design Lead
Scope: Integrated campaign (print ad, OOH, social)
Team: Copywriter
As an Olympic partner, Gillette needed to create a campaign that cut through the noise of global marketing and connected the product relevance to elite performance.
At the highest level of sport, performance is built on precision, preparation, and confidence. The opportunity was to connect grooming to this same mindset: feeling prepared = performing better.
Key contributions:
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Creative direction across the print and social campaign.
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Ensured consistency across athlete-led content.
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Adapted creative across multiple formats and markets.
Awards:
Eurobest Shortlisted
Epica Shortlisted
We developed a campaign linking grooming to moments of high pressure and performance. Precision shaving becomes the mechanism, cutting through to reveal the French flag.
The campaign gained wide attention, being featured on Match of the Day, and shortlisted for Eurobest and Epica awards.
The campaign grew into social through a series of films starring French athlete Kevin Mayer, using match cuts to seamlessly connect his movements with the razor’s features.
Originally conceived as a large-scale activation on Paris’ tallest building, the campaign was later adapted to fit revised production constraints. These early-stage concepts explore the initial ambition and visual direction of the idea.
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