Gillette — Journey through a NYC Pitch

Frank Melendez
Jul 21, 2017 · 3 min read

It was between 2012 and 2013. I was working at POSSIBLE. In that time GREY asked them to join the Gillette Pitch. I was lucky enough to be part of the digital team that worked for GREY. The assigment was to develop an executable Toolkit of assets for North America. We delivered one of the most comprehensive Toolkits the brand had ever seen which ultimately lead to winning the business, after 80 year relationship with the previous agency. And this is some of the work I did at that time.

This was my first time working around the flat iron building. NYC day and night. Non-stop working, life in a business pitches constantly questioning if what we do is the right thing to do for the brand. Listening to Nick Cave through the night and TV on the Radio during daylight.

Landing page and Product Detail page.

There was the idea of mobile first, an idea that was constantly reminded, remember this was 2013. Days and weeks were going by. Fast like trains in a subway. We were flying in and out week after week.

\

We were provided with a few clips from TV. From there we extracted a series of assets so further we could explore new ideas for the brand. Translating this TV content into digital content, disect it so after can be distribute it.

The iPhone Layout

Mobile ad, user taps and opens the ad, the ad reveals an interactive video of the razor gliding through shaving gel. The user is able to interact by sliding the icon.

The iPad Layout


This was one of those experiences at least for me that changed my perspective, not just the professional aspect but the life experience. Ultimately we won the business.

)

Frank Melendez

Written by

I'm an Art Director and Interactive Designer.

Welcome to a place where words matter. On Medium, smart voices and original ideas take center stage - with no ads in sight. Watch
Follow all the topics you care about, and we’ll deliver the best stories for you to your homepage and inbox. Explore
Get unlimited access to the best stories on Medium — and support writers while you’re at it. Just $5/month. Upgrade