Luther Jones Creative Director

ABOUT

After years of working with Philips across product launches, campaigns and brand development, we had become a trusted creative partner with a deep understanding of the brand and its premium shaving range. With the category becoming increasingly competitive, Philips was looking for new ways to create excitement around its flagship products. A major brand collaboration offered an opportunity to do exactly that.

The Brief

Philips had secured a major collaboration with Maserati to create a limited-edition shaver, but the partnership was still at a very early stage — with no creative direction or clear way to bring the two brands together. The brief was to define what the collaboration could mean, and build a campaign that made the most of the opportunity.

The Work

The concept centred on high performance meeting high performance — connecting the engineering of the Series 9 with the power and precision of Maserati. I developed an art direction aimed at a younger, affluent male audience, drawing on premium automotive advertising: cinematic landscapes, cool metallic tones, dramatic lighting, speed and movement, with the shaver treated as a piece of high-performance engineering. The idea was developed into a full 360° launch across hero film, photography and KVs, technology and product stories, social, retail, e-commerce and digital platforms.

The Impact

The collaboration was a major success across key campaign and commercial measures, becoming a category-leading partnership for Philips. Beyond the immediate launch, it helped reposition the premium shaving range — bringing new desirability and cultural relevance to the brand, and demonstrating how the right collaboration could reach beyond traditional category expectations.

MADEIT CREDITS

  • Philips x MaseratiClient
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