Shaving brand Gillette has launched a new campaign in France showcasing ‘shaving moments’, as part of a new collaboration with a French film school.
With the campaign “Look Like The Man You Really Are”, produced in collaboration and directed by students of Kourtrajmé’s film school, Gillette takes a fresh look at French men, both in their “shaving” moments and their daily concerns.
Shaving takes on a special dimension: alone in front of the mirror, it’s a special moment in your personal journey that gives you the strength you need to project yourself into life. With conviction.
What is the most important to me? My family or my career? Should you express your feelings? Will my life choices be accepted? Men are asking themselves these questions more than ever.
Staging those interrogations, during morning introspection times where shaving plays a special role, is Gillette’s approach to celebrating men and their life choices.
Gillette has made the double choice of youth and artistic talent. A real dialogue has been established between the school led by Ladj Ly and the brand, in order to define together precisely the themes that will resonate into French people lives.
Three young directors from the school’s 2018 graduating class reinterpreted both the form and substance of the shaving moment. The quest for “masculine perfection” takes on a new perspective through three portraits of today’s men. The moment of shaving is magnified through the use of photographic techniques that elevate the shaving experience.
Gillette France X Kourtrajmé, an ongoing collaboration
Kourtrajmé’s film school was enthusiastic about Gillette’s project to enhance the value of all masculinities. Other “Look Like The Man You Really Are”, projects are already planned and will be released by the end of 2020. Gillette will offer to students the opportunity to illustrate, in their own way, the “masculine perfection”.
Gillette undertakes to finance the films’ productions and to broadcast them.
