JAMIE SHIN
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The Next Generation of Shaving

Client: Gillette

Our new GilletteLabs with Exfoliating Bar is made with a new generation of technology. To showcase that, we created TikTok content where a son teaches his dad about the new way of shaving. It performed 700%+ above the ER benchmark.

Our new GilletteLabs with Exfoliating Bar is made with a new generation of technology. To showcase that, we created TikTok content where a son teaches his dad about the new way of shaving.

It performed 700%+ above the ER benchmark.

From there, we sold in “the next generation of shaving” concept and built a full-fledged integrated campaign featuring TikTok sensation Joe Mele and his dad.

From there, we sold in “the next generation of shaving” concept and built a full-fledged integrated campaign featuring TikTok sensation Joe Mele and his dad.

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Joe and his dad also posted about how excited they were to see their first commercial, garnering us another 15.3MM views and 1MM likes.

My role

My role

Creative Director at VaynerMedia.

Agency Team: Rob Lenois, Mike Pierantozzi, Dan Flora, Alyssa Leary, Eric Witman

Partner Teams: Supply & Demand, Lost Planet