Challenge: Expand Rifle Paper Co.’s reach with a brand-forward campaign that differentiates the Gillette Venus collaboration from mainline Venus and competitors.

As the lead Rifle Paper Co. creative, I developed a campaign that brought the collaboration to life in a brand-forward way, aligning with Rifle’s mission of “Bringing Beauty to the Everyday.” The campaign used floral visuals–evoking the act of shaving without being literal–to elevate the utilitarian product and the Venus brand. Under my creative direction, we partnered with Gillette and Target agencies to execute a 360° campaign featuring paid media, branded Target fixtures and end caps, a Target.com landing page, OTT video, and marketing activations.

The campaign performed 1.75x to plan in its first month and has since become a major success for Gillette and Target, with multiple collections and launches in the UK and EU markets.

Key Services: Creative Direction, Art Direction, 360° Campaign Execution

Rifle Paper Co. × Gillette Venus, 2021-2024

Videography - LUSHPOP Productions
Photography – Rachel Watson
Floral Styling – Kelli Galloway