MAGIC SHAVE

[social, online videos, print] [concept, art direction, production]

Before we got our hands on it, when Magic Shave entered into the conversation, it was more for its 100-year, old-school reputation than for its modern-day relevance with African-American men. So we challenged ourselves to update the image of the brand by calling upon the well-respected, award-winning eye of the documentary photographer, Jamel Shabazz, to show a new class of Magic Men: real life philosophers, DJs, actors, stylists, illustrators, educators, fitness trainers, and musicians.

Under the tagline “Work Your Magic,” we integrated them into social, print, old-school OOH, and digital videos to extend their impact well beyond the dusty shelves in the pharmacy. With visions of a gallery show and launch party to further celebrate their combined contributions (and build more fodder for social content), we made sure that each Magic Man had as vibrant a life in the digital space as he had in the real world.

Jamel Shabazz as featured in the New York Times:

https://lens.blogs.nytimes.com/2017/05/02/jamel-shabazzs-40-years-of-sights-and-styles-in-new-york/