Gillette x Star Wars

"Every Story Has a Face"

IT'S A RARE challenge to accommodate the most famous movie franchise in the world while making sure your brand's presence in it feels natural and warranted.

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On top of that, having been raised on Star Wars like the rest of us, I was dead-set against putting another underwhelming tie-in out into the world.

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The spot earned us strong consideration from a fickle audience, with Gillette's special edition razors selling out faster than a T-14 hyperdrive generator can take you to light speed.

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The shoot had me uttering maybe the most surreal phrase that's ever come out of my mouth in a professional setting: "Right before the Rebel soldier reaches the X-Wing, could you have him pass by the R2 droid?"