Turning a razor brand into the largest activation on the floor at Shaq's Super Bowl weekend carnival.
Industry
CPG
Role
Creative Direction, Experiential, Brand Activation
Timeline
2 months
A razor brand had no obvious way into Shaq's Fun House, a Super Bowl weekend carnival where the crowd arrives for the party. Gillette booked SkinGuard into it and asked for something people would walk toward on their own: approachable, quick to understand, and worth the time it took to try.
I led the creative on a custom Gillette environment, and it ended up with the largest footprint on the floor. I built it at fairground scale, with staff working the line and the product demo folded into the fun rather than staged beside it. Guests came for the experience and left having used the razor.
#1 Largest activation onsite
1 Unforgettable Superbowl night
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