Gillette Labs × Pat Cummins: Unbeatably Smooth

The challenge Gillette needed a TVC to launch Gillette Labs, its most premium and technically engineered razor range, fronted by brand ambassador and Australian international cricketer Pat Cummins. The brief carried two constraints that shaped everything that followed: Gillette’s brand guidelines left little room for creative deviation, and Cummins’ schedule as an active international athlete […]