Razor ads usually look like they were made for men. For Flawless, Pixeldust made the NuRazor look like fine jewelry, in a photoreal 3D product animation designed to make women want one.
Most high-tech razors are marketed to men, and their ads tend to feel masculine and focus on function. Flawless wanted something different for its newest product, the NuRazor, a revolutionary electric hair remover designed specifically for women that doesn’t need water.
Pixeldust created a cinematic, photorealistic 3D-animated TV commercial that builds desire while showing both how practical the razor is and how beautiful it looks.
A 3D product commercial, styled like jewelry
The commercial had to do two things at once: generate desire among women and demonstrate the NuRazor’s practicality and design. That meant leaving behind the cold, functional look of typical razor advertising.
Pixeldust set out to give the product animation a sophisticated, feminine feel.
The NuRazor is presented like a piece of fine jewelry, with magical glows and color palettes that accentuate its curves, its soft handle and its non-abrasive shaving technology.
Set to dazzling music, a sequence of extreme close-ups teases the razor’s unique qualities. As the music builds to a high-energy chorus, more and more of the product appears until the whole razor is revealed with an impactful resolve. The spot ends with the NuRazor spinning as it would in a jewelry display, while the narrator tells viewers there’s no better way for women to shave.
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