Gillette Razors Move in Time With Composer Son Lux's Music
Grey Teams up With Production Company 1stAveMachine for the Shaver's Latest Spot
Editor's Pick
Grey and Gillette keep up the musical theme for the agency's first piece of creative since winning the shaver's global business in April. This time last year, the duo released a bit of NFL muscle music with the help of LCD Soundsystem's Phill Mossman.
Now the agency has tapped composer Ryan Lott -- commonly known as Son Lux -- to score Gillette Fusion ProGlide's latest spot. The artist performs an original piece debuted in New York City's Hammerstein ballroom last December. For this intimate show, his piano is rigged with razors to show off the "flexball technology" that helps them twist at odd angles as they glide over faces.
Production company 1stAvenue machine was tapped to produce the spot, capturing and cutting to shots of the pianist and his refashioned instrument, as the song builds and is complemented by the tapping of razors on keys.
Credits
- Date
- Sep 03, 2014
- Brand :
- Gillette
- Client :
- Gillette
- Agency :
- Grey
- Production Company :
- 1st Ave Machine
- Director :
- Asif Mian
- Executive Producer :
- Sam Penfield
- Producer :
- Leigh Goldstone
- Creative Technologist :
- Bob Partington
- Director, Photography :
- Zak Mulligan
- Art Director :
- Jason Curtis
- Brand Agency Lead :
- Debby Reiner
- Cinematographer :
- Zach Mulligan
- Composer :
- Ryan Lott
- President/Global Chief Creative Officer :
- Tor Myrhen
- Group Creative Director :
- Jeff Stamp
- Group Creative Director :
- Leo Savage
- Associate Creative Director :
- Lance Parrish
- Associate Creative Director :
- Steve Nathans
- Copywriter :
- Nick Terzip
- Editor :
- Akiko Ikawaka
- Executive Producer :
- James McPherson
- Mix Company :
- Heard City
- Mix :
- Phil Loeb
- Music Producer :
- Zachary Pollakoff
- Film Producer :
- Katy Fuoco
- Film Producer :
- Megan Swan
Need a credit fix? Contact the Creativity Editors
Related work

Gillette: Gillette puts the spotlight on toxic masculinity in sport in ad with Raheem Sterling

Gillette: A father teaches his transgender son how to shave in Gillette's latest ad reframing masculinity

Gillette: Gillette has a new take on 'Best a Man Can Get' in ad that invokes #MeToo
