SMELL YOUR BEST, WHEN YOU LOOK YOUR WORST.

Client
AXE X FIFA WORLD CUP™

Director
Lionel Goldstein

Photographer
Lidia Estepa

Calligrapher
Mário Níveo

Project
SMELL YOUR BEST, WHEN YOU LOOK YOUR WORST.

For the first time ever, Axe was sponsoring the World Cup.

It didn’t make much sense. Men couldn’t care less about attraction in the middle of the tournament—they just want their team to win.

So...suddenly, we had a role.