VENUS

Venus / P&G came to VML looking for their next global brand platform: a 5-year flagship to succeed Skin My Way and carry the brand through its next era.

The challenge: build on the equity Venus had earned with millennial and Gen X women (many of whom grew up on the brand) while making it land authentically with Gen Z, an audience that's notoriously allergic to being marketed to, and quick to clock anything that feels like their mom's razor in a new outfit.

The work spanned full campaign architecture: manifesto, taglines, film concepts, social territories, and in-store executions — all built to honor the brand's history without leaning on it.

Venus selected a platform from our work, currently rolling out globally as the next chapter of the brand.

Global CCO: Mel Routhier / VML

ECD: Janet Higdon / VML

CD Copy: Haely White

CD Art Director: Todd Grinham

*THIS IS WIP PITCH TO SHOWCASE CREATIVE IDEATION, NOT FINAL CAMPAIGN.