AXE | STAND OUT. BE BASIC.

AXE wanted to leverage their New York Fashion Week: Men's partnership into a campaign that would be relevant to guys across the country. "Stand Out. Be Basic." gave AXE x NYFW:M mass appeal by showing our audience that the bedrock of both American fashion and their grooming routine has always been the basics—and these days those basics have been upgraded. From plain white tees to drop shoulders or side slits. From a tin of pomade to high hold and high shine or low hold paste with a natural finish.

I worked on the big idea for this campaign, pulling from my own experience exploring style and grooming to make NYFW:M relevant to guys across the country and create a natural connection to a new line of AXE products. I also wrote the manifesto, contributed to the creative strategy and tactics, and wrangled interagency tactics to fit the campaign. The incredibly talented team I was a part of brought the campaign to life.

Social Content:

The campaign was supported primarily through social content showing guys how to upgrade their style with wardrobe and grooming essentials. On-the-ground event coverage focused on heroing guys with standout basic style.

Microsite:

PR Support:

PR supported "Stand Out. Be Basic." by partnering with CFDA designers as their official grooming sponsor, bringing simple and attainable hairstyles to the runway, and seeding stories about them with popular fashion and lifestyle blogs.