Old Spice needed to feel cool and culturally relevant again. To accompany a grime track released for their first major UK campaign led by RCP, the brand required something vibrant and distinctive, an identity that would resonate with London’s grime audience and connect with youth culture.

We developed an unapologetic art direction full of movement, neon type, and texture. The result was striking, confident, and unmistakably rooted in the culture. The campaign came to life through bold out-of-home placements and energetic animations that amplified the sound and attitude of grime through motion.