Axe
Featured Axe projects
This week's top Axe projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Axe · For Days That Run Hot
Axe explores the realities of thermal regulation in this commercial film, For Days That Run Hot. Directed by Cassandra Brooksbank and produced by FANCY, the spot centers on a young man navigating a crowded, sweltering subway car during a snowy winter commute. The production utilizes observational camera work and cinematic lighting to lean into the discomfort of the scene. The creative direction from Mik Manulik and Ashley Marshall highlights the contrast between the external winter conditions and the heat within the confined space, employing live-action technique to ground the humorous premise.
Axe · Mature
Axe explores personal presence in its latest fragrance campaign, 'Mature.' The project features a series of character-driven vignettes, capturing women across diverse settings that range from nocturnal car interiors to brightly lit halls and restaurant environments. Produced by GREATERGOOD, the film leans into a deliberate aesthetic, utilizing dramatic monochrome lighting and cinematic framing to establish its visual tone. The commercial focuses on intimate lifestyle moments, maintaining a polished art direction that emphasizes expression and character detail throughout the live-action sequences.
Axe · Long Lasting
Axe explores the interplay of atmosphere and movement in the Long Lasting commercial. The film leans into a cinematic narrative, centered on a high-contrast interaction between two characters within a modern, minimalist glass-walled interior. The production utilizes low-key lighting and a polished visual palette to establish a sleek tone. Directed by CANADA London with agency creative from LOLA MullenLowe, the project features live-action technique and atmospheric framing, complemented by post-production work from Melt Creative.
Axe · Catnip
The Axe 'Catnip' commercial, produced by CANADA London with agency support from LOLA Mullenlowe and IXYXI, introduces a narrative centered on a lighthearted dating encounter. Set within a meticulously styled living room featuring mid-century modern furniture, the film utilizes warm, saturated tones to underscore the humorous tension between the characters and their surroundings. The spot employs a cinematic, retro aesthetic through live-action technique and deliberate art direction. Post-production visual effects were provided by Melt Creative, with sound design and original music compositions overseen by Big Sync Music and additional support from The Quarry.
Axe · Susan Glenn - 2013
Axe explores character-driven storytelling in this 2013 commercial, centred on a high school setting. The film follows a striking central figure navigating a hallway before transitioning into a darkened auditorium presentation. Produced with creative agency BBH USA and production company Rattling Stick, the project leans into a cinematic visual style. The spot utilises natural light to capture the atmosphere, employing live-action techniques to define its commercial aesthetic.
Axe · Click
This commercial for Axe, titled 'Click,' stars actor Ranbir Kapoor. The film follows a series of candid interactions across residential and gym environments, focusing on capturing moments of charm through live-action footage. Produced by Bang Bang Films, Mumbai, with creative execution from BBH Singapore, the project employs dynamic framing and natural lighting to maintain a clean aesthetic. The film moves through a variety of indoor and outdoor settings, utilizing a warm color palette to highlight the narrative flow.
Axe · Bizarrap
Axe and Bizarrap collaborate on a campaign highlighting a limited edition fragrance launch. The commercial follows a protagonist through an urban landscape, transitioning between stylized interior settings and street-level scenes. Featuring the artist Bizarrap in a series of sequences, the production utilizes cinematic lighting and deep color grading to establish a moody atmosphere. Creative direction for the campaign was provided by William McVay, with production handled by GREATERGOOD.
Axe · Sweeter Than The Sweetest - Baby
LOLA MullenLowe and production partner Czar BE collaborate on this fragrance campaign for Axe, titled 'Sweeter Than The Sweetest - Baby'. The film moves away from traditional product focus, instead leaning into intimate human vignettes across a series of domestic and social settings. Employing a documentary style and warm, clean lighting, the narrative captures quiet moments of connection. The cinematography balances the quietude of a morning bathroom routine with the energy of a reunion in a play area, utilizing live-action technique to ground the film in a natural, everyday aesthetic.
Axe · Body Spray - Boxing
Axe explores the intensity of the ring in this commercial film for their signature body spray. The narrative centers on a boxing gym setting, transitioning from the focused quiet of a locker room to the high-energy action of a competitive boxing match. Produced by Czar BE with agency creative from LOLA MullenLowe, the piece utilises natural light and live-action techniques to maintain a clean, grounded aesthetic throughout the athletic interiors. The film balances character-driven sequences in the shower and ring with direct product focus.
Axe · Sweeter Than The Sweetest - Dog
Axe explores sensory dynamics in the 'Sweeter Than The Sweetest' campaign, a film focused on the interplay between scent and domestic intimacy. The narrative shifts from a moody, blue-toned bathroom setting to a warm, rustic interior, leaning into earthy tones to ground the visual language. Developed by agency LOLA MullenLowe with production by Czar BE, the project utilizes a cinematic, live-action technique. The film balances sharp, intimate character interactions with a color palette that transitions from cool shadows to the natural indoor lighting of a home environment.
Axe · Body Spray - Cinema
Axe highlights its signature fragrance range in this cinematic commercial for the brand's body spray. Set within the hushed, low-light atmosphere of a movie theatre, the narrative follows a man moving through the auditorium, emphasising a mood-driven aesthetic that leans into moody lighting and rich blue and warm colour palettes. Produced by Czar BE with creative direction from agency LOLA MullenLowe, the commercial utilises a live-action technique to translate the intimacy of the cinema environment. The spot concludes with a focused product shot showcasing the body spray on a marble surface.
Axe · Body Spray - Basket
Axe explores the dynamics of the court in this commercial spot for its body spray range. Produced by Czar BE, the film captures a high-energy basketball game, focusing on the quick movements and interactions between players during a competitive match. Developing the campaign with agency LOLA MullenLowe, the production team leans into a live-action technique that emphasises natural light and an authentic urban setting. The narrative transitions from the outdoor court to a locker room, where the product is introduced as a central element of the post-game experience.
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