WORK YOUR MAGIC
[print, digital]
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 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 print, 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 web interaction), 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 IN THE NEW YORK TIMES
https://lens.blogs.nytimes.com/2017/05/02/jamel-shabazzs-40-years-of-sights-and-styles-in-new-york/