Launching Joy with P&G
Taking care of body hair can be a chore. But it doesn’t have to be that way. When P&G approached Hiker to produce three social spots staring Mindy Kaling to launch their latest product in women’s razors, we wanted to bring the fun in a big way.
Our writing team collaborated to capture Mindy’s unique voice in three original scripts. And then we got to work. We built a studio set, designed to extend the brand aesthetic exactly. Have you ever seen a bathroom so perfectly pink?
The set was designed with a breakaway wall. Allowing us to change setups quickly. We managed to capture three different scripts in one day. That’s no small feat!
At Hiker, we try to bring an equity lens to every project we work on, and this one was no exception. In addition to working with a female director, we also had a female DP and all department heads were female or BIPOC. It was a fun project to begin with, but being on set felt really great.
And all that positive energy paid off. The campaign was used by P&G across their social channels to launch the new brand to great success. Thanks Universe!
