Norm Murro directs Axe’s latest TV spot touting the “longer lasting Axe effect,” which was shot in Barcelona in November and shows women with impressions of things ranging from “No Smoking” signs to steering wheels on their backs, evidently because they’ve been fooling around with Axe wearers. “[Murro’s] got a great style,” says Kevin Roddy, executive creative director of Bartle Bogle Hegarty. “We wanted to make this a very stylistic piece of communication.” Prosthetics were pressed into actors’ flesh, and Framestore CFC in New York added detail in order to create the effect, according to Roddy. “They’re fantastic at what they do,” Roddy says about Framestore, which also has an office in London. The shops have worked together before: Framestore created the Esuvee beast for the New York shop’s SUV safety campaign.
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