Jonathan Vingiano

Axe: Social Effort Scale

Axe needed help launching their new line of hair care products, Axe Matte Effect, which promotes an effortless look. Our solution was the Social Effort Scale, a data visualization tool that tells guys if they are effortless or if they are trying too hard on social media. We developed a product that takes into account behaviour like hashtags, common words, clichés, frequency of posts, and begging for attention to calculate if guys are trying too hard or if their style is effortless.

Case Study


Agency: Barton F. Graf 9000
Production Company: Unit9 London
Role: Concept, Interactive Creative Director
CCO: Gerry Graf
ECD: Brandon Mugar, Ian Reichenthal
CW/AD Team: Mike Motch, Austin Mankey

Launch Site