Gillette x NFL

Gillette Labs, Gillette's premium innovation line, needed video content that could move fluidly across three very different contexts: a limited-edition collaboration built for a luxury automotive audience, a hero launch film for a new razor line, and a short-form product video built to convert browsers into buyers on Amazon.

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Therium led video production and creative direction across all three, building a visual language—precise macro product detail, deliberate lighting contrast, and clean typographic lockups—that remained recognizable across every format, regardless of length, platform, or audience.

The Challenge

Each piece in the series had to work on its own terms. A co-branded film for a Bugatti collaboration needed to speak the visual language of automotive luxury, not personal care. A hero spot for a new Exfoliating Razor needed to introduce an entirely new product story with real emotional weight. And a 15-second Amazon product video needed to do something neither of the other two did: sell, fast, inside a retail environment where attention spans are measured in seconds.

Producing all three under a single, consistent Gillette Labs identity, without any of them feeling like a stretched or repurposed version of another, was a central production challenge.

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The Opportunity

The range demanded by this series was itself the opportunity: a chance for Therium to demonstrate that the same core visual system could flex from a 60-second cinematic brand film to a 15-second retail cutdown without losing craft or identity along the way. Each format also served a genuinely different business purpose — brand prestige, product launch, and point-of-sale conversion — giving Gillette Labs a coordinated presence across the full customer journey, from aspirational brand storytelling to the moment of purchase.

The Strategy

Therium approached the series as three distinct productions unified by a shared visual and tonal foundation.

Gillette Labs × Bugatti — Heated Razor

A 60-second cinematic brand film built for the limited-edition Gillette Labs Heated Razor × Bugatti collaboration. The spot opens on a moody “Introducing” title card before revealing the Bugatti-blue heated razor and charging dock in tightly lit hero shots, intercut with genuine Bugatti driving footage on a winding mountain road. Dust and light transitions carry the film between the product and the car, closing on the co-branded packaging: the Gillette Labs and Bugatti marks presented together for the first time.

Gillette Labs Exfoliating Razor

A hero launch film introducing the Gillette Labs Exfoliating Razor. The spot opens with an abstract CGI sequence built from the razor’s own exploded mechanical components, moving into extreme macro detail of the blade lit in Gillette’s signature green before shifting into a talent-driven lifestyle segment. It closes on a clean product-and-logo lockup alongside Gillette’s enduring line, “The Best a Man Can Get.”

Gillette Labs Heated Razor—Amazon Product Story

A 15-second cutdown built specifically for the Heated Razor’s Amazon product detail page. The format compresses the product story to its essentials: an opening product-and-logo lockup, a close-up demonstration of the Warming Bar Technology as the heating element glows to life, and a live-action macro shave shot showing the razor’s lit warming indicator in use — closing on the same product-and-logo frame it opened on, built for a shopper who may only watch a few seconds before deciding to buy.

Results

Together, the three pieces gave Gillette Labs a coordinated video presence across the full range of where its customers actually encounter the brand — from an aspirational, co-branded luxury film to the exact moment of purchase on a retail product page — without sacrificing the visual consistency that ties the Gillette Labs line together.