What we did

Marketing

Client

Axe

Completion

7.27.2025

AXE Fine Fragrance – Blue Lavender

A three-day GRWM concept driven by scent recognition and comedic timing, designed to showcase AXE’s Blue Lavender fragrance in an authentic, story-led way.

A three-part TikTok mini-series that captures the seductive power of AXE Blue Lavender with a cheeky “Get Ready With Me” twist, shared by Robin Messier.

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To support the launch of AXE’s Fine Fragrance collection, we teamed up with content creator Robin Messier for a comedic spin on the classic GRWM format. The result? A three-day series on TikTok that dives into the unexpected — and slightly absurd, consequences of wearing (or forgetting to wear) AXE Blue Lavender.

Each episode follows the same morning routine, but the scent changes everything. From being ignored to suddenly irresistible, Robin Messier takes us through a hilarious ride filled with subtle branding, couple energy, and tongue-in-cheek storytelling.. all with the right dose of Gen Z humor.

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Axe

Our approach

We focused on storytelling through contrast same setup, different outcomes. By building a familiar GRWM structure and flipping the narrative with scent-driven humor, we created an engaging, repeatable format that subtly highlights product benefits without ever feeling like an ad.
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01

Creative Direction

We helped shape a 3-part concept built around repetition, contrast, and punchline timing elevating a product demo into a short-form narrative.
02

Client Coordination

Worked closely with the brand to integrate feedback on music rights, scent application visibility (the iconic “7”), and tone adjustments for clarity and compliance (FTC tag included).
03

Performance Optimization

Tweaked the edit pacing, enhanced comedic delivery, and added a clear CTA in the final frame.
04

Influencer Activation

Distributed the final videos on Robin Messier’s TikTok, leveraging his existing audience while ensuring brand-safe messaging and visual cues.
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