Renowned Istanbul-based creative agency Rabarba tapped me to conceptualize a high-impact, eye-catching Christmas campaign for the Axe (Lynx) Men’s Beauty line. The concept was tailored to electrify the Turkish market during the festive holiday gifting frenzy through printed calendars and Social Media. The campaign fused my iconic visual flair with the brand’s legendary "Axe Effect," reimagining a celebratory vibe through a playful lens. It asked the question: What type of angels would a man radiating AXE summon?

Embracing unfiltered dynamism, the shoot leveraged the stark direct-flash technique to amplify spontaneity and raw energy. With unbridled creative liberty, I crafted bold, magnetic visuals teeming with playful irreverence, spotlighting a cast of Powerful and sensual women Who embody universal seduction. ¶ The studio became a playground for unscripted magic—melding Creative direction with the models’ fearless but sexy charm. A visually arresting narrative sparked, balancing cheekiness with mainstream appeal. Each frame oozed confidence, fantasy, and a dash of mischief, delivering an unforgettable campaign that redefined holiday hype with an edge.

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Betrayal