Gillette Razors Move in Time With Composer Son Lux's Music

Grey Teams up With Production Company 1stAveMachine for the Shaver's Latest Spot

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Grey and Gillette keep up the musical theme for the agency's first piece of creative since winning the shaver's global business in April. This time last year, the duo released a bit of NFL muscle music with the help of LCD Soundsystem's Phill Mossman.

Now the agency has tapped composer Ryan Lott -- commonly known as Son Lux -- to score Gillette Fusion ProGlide's latest spot. The artist performs an original piece debuted in New York City's Hammerstein ballroom last December. For this intimate show, his piano is rigged with razors to show off the "flexball technology" that helps them twist at odd angles as they glide over faces.

Production company 1stAvenue machine was tapped to produce the spot, capturing and cutting to shots of the pianist and his refashioned instrument, as the song builds and is complemented by the tapping of razors on keys.

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Sep 03, 2014
Brand Agency Lead:
Debby Reiner
Zach Mulligan
Ryan Lott
President/Global Chief Creative Officer:
Tor Myrhen
Group Creative Director:
Jeff Stamp
Group Creative Director:
Leo Savage
Associate Creative Director:
Lance Parrish
Associate Creative Director:
Steve Nathans
Nick Terzip
Production Company:
1st Ave Machine
Asif Mian
Executive Producer:
Sam Penfield
Leigh Goldstone
Chief Creative Technologist:
Bob Partington
Director of Photography:
Zak Mulligan
Art Director:
Jason Curtis
Akiko Ikawaka
Executive Producer:
James McPherson
Mix Company:
Heard City
Phil Loeb
Music Producer:
Zachary Pollakoff
Film Producer:
Katy Fuoco
Assistant Film Producer:
Megan Swan
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