The project for Gillette Labs revolves around the development of a visual concept aimed at expressing the advanced performance of the brand’s latest razor. Inspired by the strength and resilience of a cactus, the campaign uses its sharp thorns as a metaphor for the most challenging types of hair. The razor’s ability to cut through them with ease becomes a symbol of precision, durability, and innovation. Through a process of visual and narrative exploration, the project translates the technical qualities of Gillette Labs into a striking and memorable story, positioning the product beyond the boundaries of conventional shaving. *Concept proposal (non commissioned)