Health and Wellness > Consumer Products Promotion

GILLETTE SKINGUARD - I FEAR SHAVING

GREY INDIA, Mumbai / GILLETTE / 2020

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Film
Supporting Content
Supporting Content

Overview

Credits

Overview

Write a short summary of what happens in the film.

The film is a ballad for those who fear the act of shaving, because of their sensitive skin. These otherwise brave men are ironically, afraid of the soreness of skin due to shaving. We see them in different situations, oddly enough, with foamed up faces. Be it a date, a meeting or even while doing the dishes; they fear shaving so much that they just can’t go through with it. They sing about how they can surmount any obstacle but shaving. They pray for a razor that understands their fears and gives their skin the love it deserves. The film sees these men form a brotherhood of sorts, as they band together because of their shared fear of shaving! The lyrics themselves double up as a witty product demo in disguise. The introduction of the product eventually changes this fear into an unequivocal love for shaving!

Tell the jury about the music / sound design

We wanted to create a marching tune replete with all its gusto, but lace it with lyrics that are an anxious ode to the fear of shaving on sensitive skin! This odd pairing of music and lyrics was something we thought would add a lot to the idea and add a dash of satirical insight to the film. Because deep down, beneath the toughened exterior of every brave man, there’s a sensitive soul who’s craving for more skin love.

The score had to capture the multiple voices rallying together, like an army of soldiers marching to a rhythmic beat. The arrangement had to be simple because the intent was to make it hummable, so we laid it out with a prominent bass line, snares and a swelling chorus of voices. This anthemic sound turned a rant into a melody, a plea of sorts from one sensitive man to the other.

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