AXE// FIND YOUR MAGIC
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AXE// FIND YOUR MAGIC

AXE// FIND YOUR MAGIC

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Published: May 10, 2019 0 0 1.6K
By: Lane Hedler, Columbia College Chicago
Category: Advertising
Hashtags: #ArtDirection #ArtDirector #conceptdevelopment #Design #designthinking

What inspired me to go into advertising were perfume ads. Their glamor and camp sensibility was awe inspiring as a child. Since, then I have always been drawn to fragrance advertising.


The challenge I gave myself was to reimagine a fragrance that brings to mind a middle-school locker room. I wanted to remove the hyper-sexuality and heterosexual narratives from Axe's advertising and position the fragrance as a mysterious and luxurious product.


I used Axe's current tagline Find Your Magic and translated it through a dark lens.