AXE is a brand known for its bold approach and connection with younger generations. With a spirit of innovation and creativity, AXE is associated with impactful experiences that resonate through strong and aesthetic messages, establishing itself as a go-to brand for those who want to stand out in the world of fragrances.

Brief

Redefine Out-Of-Home (OOH) in an unprecedented way by blending the energy of esports with AXE’s DNA at Riyadh Boulevard. Supported by a global team and the power of GenAI, the goal was to create a visually unique experience that captured the essence of the brand and captivated a young audience in record time.

Challenge

Create a disruptive and fresh OOH experience in a high-exposure urban setting, ensuring that AXE’s message and visual impact resonated across the Boulevard. Each team focused on its area of expertise, optimising resources and time under high-pressure conditions.

Experience

The Carrot Collective led the conceptualization and execution of the event at Riyadh, while our team focused on designing and animating the characters at the heart of the experience. Using GenAI, we crafted characters that embody AXE’s bold and dynamic essence, creating an immediate connection with the young audience. The blend of creativity, technology, and precise execution made this project a true benchmark in advertising innovation.