For the worldwide launch of the new Fusion ProShield, Gillette wanted to go above and beyond the normal campaign with something that combined elements of live action, motion graphics animation, and interactivity. They found the perfect partner in Brand New School. Director Chris Dooley and his team got to work in New York designing a completely new brand identity that would live throughout the campaign, before jetting to South Africa for a three week live action shoot. A custom-built set was created on the Cape Town soundstage with massive screens that displayed video content while the action was being shot. The BNS Digital team developed a motion-reactive system that would correspond to a technician’s movements in real time with animated graphics. Adding to the magnitude of this project, the campaign received a dark, moody soundtrack written by Grammy- and Academy Award-winning composer Atticus Ross (The Social Network, The Girl With The Dragon Tattoo).