While most brands focus on the lights and glamour of center-stage, shaving is part of an artist's preparation. So we brought Gillette's audience backstage in the UNCUT film series, capturing the pre-show rituals of Will.I.Am, Tim McGraw, Mark Hoppus and the All-American Rejects.
The films premiered on Fuse TV and were promoted throughout SPIN, Pandora, LastFM and YouTube, garnering over 14MM views and spending 4 weeks on Ad Age's Viral Tracker Top-5 chart. Viewers were then driven to a digital hub on Gillette.com for tongue-in-cheek shaving tutorials where they learned to Shave Like a Rock Star.