The Search for
The Perfect Man
Old Spice | Second Year | Art Direction and Concept | Integrated Campaign
An integrated campaign that asks: Where did the Old Spice Man go? And reveals that the perfect man was never a fantasy.
The Project
Old Spice wanted to refresh their iconic Old Spice Man campaign while acknowledging that times have changed. We built an integrated campaign across guerrilla, OOH, digital, and packaging around one question: what does the perfect man look like today?
The Challenge
Refresh a legendary brand character without losing the equity it carries — and answer a culturally loaded question (what makes a man perfect?) in a way that feels modern, not preachy.
The Insight
The perfect man was never one person. By making the iconic Old Spice Man go missing, we created intrigue, then revealed that the real perfect men are the everyday men in our lives.
The Direction
Where the visual language was set — mood, tone, and the creative territory the campaign would live in.
The Groundwork
Research, references, and early exploration that shaped the strategic thinking before any design began.
The Process
Sketches, iterations, and the working decisions that moved the idea forward.
The Build
Refining concepts into polished, production-ready directions.
The Work
The finished campaign across every touchpoint.
The Full Deck
The complete project presentation, start to finish.