The style of this spot should provoke a feeling of sophistication, glamour, and sensuality. The film already gives us this notion but the typography treatment will cement it. By using imagery and type that plays dynamically with space we are able to create a world in which the viewer feels a grand sense of awe. A glow that is easy on the eyes transports the viewer.

An important element to this spot is how the type is treated, the font Garamond Pro commands’ a level of elegance and respect. It presents itself in a clear readable fashion and is sexy. The font also allows itself to be treated in a way that combines its elegant qualities with those of the female form. The curves and the legs of the female form are reiterated in the subtle curves of the typeface.

In our endtag treatment we reference the famous painting “The Birth of Venus” by Sandro Botticelli. The reference is obvious but strong, as it is the quintessential painting that celebrates the female form. By juxtaposing the product and the style of the painting in the endtag we are able to link the two in a way that is clear and concise. Thus the razor becomes a product that celebrates the female form.