FOBO & THE GOATEST
a multi-concept creative campaign for old spice
i'm supes salty i missed the recent eyeka old spice competition but the brief left me cre·aving, so i created anyway. the brief was old spice want a manly, hyperbolic, metaphoric campaign for their greatest product ever and the concept series below is mine.
* i'm still working on a creative piece for this collection with a slightly different angle — "the goat just got goated. meet the goatest" — where the current old spice character (the old spice man; the current g.o.a.t) gets "goated" by the new goat character. it represents old spice as the current g.o.a.t of deoderant who rise to even greater heights with their new product... which is even goater. it's the goatest. and it doesn't get any goater than that...