Smell better than a goat with Axe
The male grooming brand partners with rap singer Lil Baby in a zingy spot that launches the new Fine Fragrance G.O.A.T. Collection.
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Credits
powered by
- Agency The Martin Agency/Richmond
- Production Company Lord Danger
- Director Mike Diva
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Credits
powered by
- Agency The Martin Agency/Richmond
- Production Company Lord Danger
- Director Mike Diva
- Executive Producer/Founder Josh Shadid
- Head of Production Eric Badros
- DP Aaron Grasso
- Editing Cosmo Street/New York
- Executive Producer Maura Woodward
- Head of Production Anne Lai
- Head of Production Luiza Naritomi
- Editor Lawrence Young
- Post Production/Color/VFX Platige Image/USA
- Executive Producer Aurelien Simon
- Creative Director Jason Monroe
- Post Production/Color/VFX Platige Image/Poland
- Producer Sonia Marcinkowska
- Art/VFX Supervisor Bartosz Krasicki
- Colorist Piotr Sasim
- Music Big Sync Music/USA
- Music Supervisor Alex Menck
- Sound Lime Studios
- Executive Producer Susie Boyajan
- Audio Mixer/Sound Designer Ben Tomastik
- Art Director Emily Delius
- Copywriter Dallin Slavens
- Executive Producer/Line Producer Taylor Vandegrift
- Producer John Dillon
- Associate Creative Director Garrick Sheldon
- Associate Creative Director Rahim Masunu
- Creative Director Mikolas Manulik
- Executive Creative Director Ashley Marshall
- HP Brett Alexander
- Producer Jacob Munson
- Talent Dominique Armani (Lil Baby) Jones
- Senior Regional Advertising Producer Arlene Fernandez
- Senior Regional Advertising Producer Lorraine Warner
- Senior Regional Advertising Producer Attilio Gianfrancesco
Credits
powered by
- Agency The Martin Agency/Richmond
- Production Company Lord Danger
- Director Mike Diva
- Executive Producer/Founder Josh Shadid
- Head of Production Eric Badros
- DP Aaron Grasso
- Editing Cosmo Street/New York
- Executive Producer Maura Woodward
- Head of Production Anne Lai
- Head of Production Luiza Naritomi
- Editor Lawrence Young
- Post Production/Color/VFX Platige Image/USA
- Executive Producer Aurelien Simon
- Creative Director Jason Monroe
- Post Production/Color/VFX Platige Image/Poland
- Producer Sonia Marcinkowska
- Art/VFX Supervisor Bartosz Krasicki
- Colorist Piotr Sasim
- Music Big Sync Music/USA
- Music Supervisor Alex Menck
- Sound Lime Studios
- Executive Producer Susie Boyajan
- Audio Mixer/Sound Designer Ben Tomastik
- Art Director Emily Delius
- Copywriter Dallin Slavens
- Executive Producer/Line Producer Taylor Vandegrift
- Producer John Dillon
- Associate Creative Director Garrick Sheldon
- Associate Creative Director Rahim Masunu
- Creative Director Mikolas Manulik
- Executive Creative Director Ashley Marshall
- HP Brett Alexander
- Producer Jacob Munson
- Talent Dominique Armani (Lil Baby) Jones
- Senior Regional Advertising Producer Arlene Fernandez
- Senior Regional Advertising Producer Lorraine Warner
- Senior Regional Advertising Producer Attilio Gianfrancesco
Directed by SNL shorts director Mike Diva and created by The Martin Agency, the ad, titled G.O.A.T. Mall, is set to Lil Baby's hit Drip Too Hard and refreshes the usual stuffy marketing of luxury scents with a new aesthetic.
Against a visual landscape inspired by animé, gaming, music, and modern art, Lil Baby appears as a four-armed, flying goat-headed superhero who transforms a regular shopping mall into a trippy animated gaming experience.
Mik Manulik, Creative Director at The Martin Agency commented: “We set out to create new fresh symbols of luxury. To create something that truly didn’t look like anything else out there. If you’re going to launch the G.O.A.T. you can’t be shy.”
