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 left almost no room for production time. Prose on Pixels pitched for, and won, the opportunity to direct and produce the campaign against that brief.
Rather than chase multiple locations or a longer shoot, we confined the entire production to a single day in Sydney, reconstructing a slick, brand-accurate bathroom setting entirely in-studio. That gave us full control over lighting, set design and Cummins’ limited time on camera, without compromising Gillette’s guidelines or the finish the brand needed. The heavier lifting happened in post. Extensive 2D and 3D CGI animation was layered over the practical footage to give the product itself a high-tech aesthetic — a level of animated precision a straight product shot couldn’t deliver on its own. The finished TVC was cut down into multiple durations, built to run cleanly across television, digital and social media from a single day of production.
Take the next step and reach out today.
