Gillette: Light it Up

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Gillette pulls a Jordan Brand with a 60-foot hologram spectacle featuring athletes Ryan Lochte and Tyson Gay, in a spectacle that happened over the Boston Harbor last week. The project, a collaboration between the Gillette agency team of Proximity, BBDO, Ketchum and Klip Collective, is part of the brand's global "Get Started" campaign. Built with multiple 35K projectors, the action was displayed on "screens" made up of water vapor sprayed into the air above the water.

The event was teased previously through a series of smaller projections on well-known Boston buildings, which featured glimpses of Lochte and Gay.

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