Artwork
Gillette – Legendary Razor
A visual concept built on type: glowing, metallic 3D lettering that turns the idea of “indestructible” into a titanium razor campaign.
The challenge
Create a graphic concept to promote a titanium-based Gillette razor. The message had to land instantly: strength, resistance and durability, with no explanatory copy needed.
The solution
The answer was typographic. Instead of resting the campaign on the product alone, the spotlight went to large, glowing, metallic lettering built in 3D. The material, the shine and the volume of the letters do the work of communicating toughness.
The lettering follows the brand’s visual identity and turns the “indestructible” concept into a direct visual language that carries every piece of the campaign.
