GILLETTE

In March 2022, I joined the P&G Gillette team to help launch the brand’s presence on TikTok and helped create what would become one of its most emotionally resonant and viral pieces of content. The video, “Dad, How Do I,” was a loosely shot, unscripted moment between a real father and son capturing a genuine interaction that struck a deep chord with audiences. It quickly went viral, earning 87M+ views, and played a key role in securing a year long GilletteLabs collaboration with Walmart. The concept was so impactful it was later adapted into a national TV commercial for Gillette in 2024 with the help of the Melo father/son TikTok influencers, a rare example of social-first storytelling driving mass broadcast appeal. Other Gillette evergreen content can be found on my Gondola portfolio
Daniel Paul and I brought this to life. Agency: Vaynermedia