Celebrating body hair as a choice, Project Body Hair made history, with Billie becoming the first razor brand to ever show hair in a razor ad. With body hair as hero, the shoot was themed 'fuzz', forming direction for the campaign's styling, props, location, wardrobe and copywriting. From pom poms and fluffy socks to prickly plant life and brushed out perms, we made 'fuzz' a little more fun.
- Art/Creative Direction
- Campaign
- Video
- Motion Graphics
Project Body Hair — the 2018 award-winning campaign that put Billie on the map.
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The campaign launched with a 55-second video co-directed by Ashley Armitage with music by Princess Nokia. Within 24 hours the film reached over a million views and went viral.
The film has since had over 22 million views and over 2 billion earnt impressions in 23 countries.
Art Direction
Stills were shot by photographer Luca Venter as well as Ashley, serving as campaign hero imagery and subsequently as part of an open source image library launch, created to extend the campaign's efforts to 'make the internet fuzzier'.
Below: Stills by Ashley Armitage
The campaign soft-launched in Times Square on June 21, 2018.
Press case study reel showcasing campaign highlights, impact and support. Produced by Marie Rönn and Tim Cairns.
Creative Director Noemie Le Coz, Little Troop Creative Director / Copy Marie Rönn and Tim Cairns Art Director Katie Minchak Video Director Ashley Armitage DP Andrew Maso Photography Ashley Armitage and Luca Venter
Challenging the absurdity of the "Rules" and double standards around body hair.
With an aim to relieve societal pressures for the next generation, Rules of Body Hair presents a tongue-in-cheek effort to break the cycle and challenge the contradictory do's and don'ts of dealing with hair.
Creative Director and Graphics Noemie Le Coz, Little Troop Director Femke Huurdeman. DP Leo Calzoni Wardrobe Nayeli De Alba Production Canada Music Raven Artso
Red, White and You Do You — celebrating the bush, for Billie.
Ahead of July 4th and the unofficial start of summer 2019, the campaign again celebrated the freedom to ‘do you’ — reinforcing shaving as a choice, not an expectation.
The campaign film, Directed by Ashleigh Armitage, has since had over 6 million views and over 1.3 billion earnt impressions.
Campaign hero stills, shot by Ashleigh.
BTS on-set: LT at the post-shoot clean-up.
Creative Director of Design Noemie Le Coz, Little Troop Creative Director of Brand Jessica Schriftman Art Director Katie Minchak Director Ashley Armitage DP Ben Shapiro Stylist Julia Baylis Production Deb Rosen
A little ‘mo love for Billie — flipping Movember on its head.
In a first-of-its-kind campaign, we celebrated the ‘stache in the name of a good cause — again disrupting the hairless flow of outdated beauty standards we’d all outgrown.
The campaign film, Directed by Agostina Gálvez, has since had over 4 million views.
Creative Director Noemie Le Coz, Little Troop Creative Director of Brand Jessica Schriftman Art Director Katie Minchak Director Agostina Gálves Photographer Ashley Armitage DP Sam Cutler-Kruetz Set Alicia Sciberras. Stylist Julia Baylis Production Deb Rosen
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