FILM_SOCIAL_EXPERIENTIAL
JOY_Brand Launch
joy is a razor that knows shaving probably isn’t the most important part of your day. And if it is, well, allow joy to give you a great shave and then help you find some new hobbies. Like a twenty-something’s body hair, we wanted our web films to be short. The quirky voice and animated leg hair gave joy a well-shaven leg up on the weirdly competitive razor market. We did a full brand identity, brand book, launch stunt and crafted their entire social presence.
All the ladies are on the ‘gram, so Instagram was huge part of the campaign. Aside from writing and absurd amount of headlines and captions, I’m also one of joy’s highly esteemed leg models. Watch out, Tyra. Everything was shot, designed and illustrated in-house at W+K.
We also partnered with PopSugar to create an experiential launch event in LA. We invited influencers and other randos seeking free razorblades and branded selfie opportunities.
