The campaign directive was to launch the AXE Anarchy 'For Her' body spray with several viral secret video logs of Dr. Sasha who is a part of the 'For Her' formula experiment team. When Creative Juice KL briefed Shiroku on the AXE production, we all agreed on one important thing, the role of Dr. Sasha would have to be perfectly casted and time was of essence. The objective is to tease and build the 'effectiveness' of the spray's reputation. Together, we quickly hashed out the scripts with several drafts. The director, Peter Chin, believed that there are professional models out there who would want an opportunity to flex their acting abilities and he decided to narrow the search down to that group. Auditions were quickly arranged for the role. Many gorgeous and talented models turned up and all auditioned for the role well. And we finally found one that suited the campaign direction in beauty and performance; Alexia Barton. And the rest, as they say, is history.
Creative Agency: Creative Juice KL
Creative Director: Anthony Joseph
Director: Peter Chin
Accounts Director: Judy Wong
Production Manager: Sabrina Hashim
Servicing: Eason Ng
Copywriter: Lai Swee Wei
Unilever (AXE Brand): Suhaila Abd Hamid
Canon 60D Camera Operator: Afizan Shah Ab. Rahman
Propmaster: Mohd Harris B. Mohd Kamil
Make Up & Hair: Ahmad Baqi B. Ahmad & Mohd. Firdaus
Production Assistants: Joshua Leng, Jesse Shama, Muhammad Uzair Abdul Karim, Phan Kim Wah.
Post-Production: Shiroku
Dr. Sasha: Alexia Barton
Supporting Talents: Hairul Hamizan B. Ibni Hajjar, Kel Wong Tze Hao, Aaron Chan Wei Hong, Atom Hoh Yeng Keng.
Location: Beacon House, PJ, Malaysia
