The razor category has turned a basic task into an overcomplicated system built on feature creep, inflated innovation, and unnecessary friction. For this project, I focused on reframing shaving not as something that needed improvement, but as something that never needed to be complicated in the first place. Instead of leading with price or product claims, the work highlights the everyday frustrations people already tolerate, like locked razor cases, overdesigned hardware, and the feeling that “progress” hasn’t actually made shaving better.

The campaign uses dry, observational humor and familiar visuals to create recognition before persuasion. Each execution isolates a different form of friction while reinforcing the same idea: the problem isn’t the customer or their routine, it’s the system around them. Dollar Shave Club naturally fits as the opt-out, positioning the No-Frills Starter Set as the simple, obvious answer once the absurdity of the category is made clear.