Project Body Hair — a new campaign for female body brand, Billie. Celebrating body hair as a choice, the campaign makes history, with Billie becoming the first razor brand to ever show hair in a razor ad. The campaign soft-launched in Times Square on June 21, 2018.

As creative director of the brand, my role was to lead the campaign creative. With body hair as hero, I themed the shoot 'fuzz', forming direction for the campaign's styling, props, location, wardrobe and copywriting. From pom poms and fluffy socks to prickly plant life and brushed out perms, we made 'fuzz' a little more fun.

The campaign launched with a 55-second video co-directed by 
Ashley Armitage with music by Princess Nokia. Within 24 hours the video reached over a million views and went viral.

Stills were shot by photographer 
Luca Venter as well as Ashley, serving as campaign hero imagery and subsequently as part of an open source image library launch, created to extend the campaign's efforts to 'make the internet fuzzier'.

See more at 
MYBILLIE.COM or at PROJECTBODYHAIR.COM


Featured on:

BBC News
It's Nice That
Buzzfeed

AdWeek
Nylon
Refinery29
Hypebae

Glamour
Today.com
Harper's Bazaar

AdAge
InStyle
Racked
Bustle
Byrdie




 

SHOT BY LUCA VENTER

SHOT BY ASHLEY ARMITAGE

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Credits:

Role — Creative Director

Art Director — Katie Minchak
Video Director — Ashley Armitage
DP — Andrew Maso 
Photography — Ashley Armitage and Luca Venter
Creative Director/Copy — Marie Rönn, Tim Cairns