The two above, FRESH-MEN covers feature design mock-ups with the final character designs by Ray-Anthony Height and Marvel Creative Lead, Darren Sanchez. Logo creation is by Marvel's Jay Bowen.
AXE: THE FRESH-MEN
THE CHALLENGE: In 2019, Axe came to Marvel with an image problem. Their brand identity was one of a teen-targeted body spray that, "drives women wild." In the cultural climate of "Me Too" and "Political Correctness" they wanted to course correct their messaging with very distinct goals for their marketing campaign. The Marvel Custom Projects Team, headed by Creative Lead, Darren Sanchez was presented with the some difficult challenges. The goals of the campaign were as follows: 1) Create a new and inclusive superhero team. 2) Promote the full line of Axe: Body Spray products. 3) Change the brand messaging toward a more "cultural appropriate" removing elements of "toxic masculinity." 4) Organically include a musical talent into the story, with whom Axe had a partnership deal.
THE SOLUTION: Sanchez proposed a multi-tiered, strategic, transmedia campaign that included printed comics, digital comics, animation, social media, live events, and a multi-month print-ad campaign on the back covers of Marvel's comic books. All would showcase the new team created for the project, "The Fresh-Men" which was a story also featuring Black Panther and the Avengers. The messaging focused on demonstrating positive examples of masculinity through social interactions, rather than demonizing toxic traits. The story portrayed teens from an inner city high school who gain super powers from a piece of Wakandan tech and using their powers to take on Klaw. The tone was light and fun, and intentionally avoided focusing on negativity.
THE RESULT: Was well received by fans as the FRESH-MEN was a teen super team that could easily have been adapted into their own series. The comic and ensuing animated "motion comic" was successfully launched at New York comic con where ten thousand copies were handed out to fans. Executives from Axe and Marvel were pleased with the results.
The Fresh-Men, created by Darren Sanchez, Ray-Anthony Height & Paul Allor. Story by Darren Sanchez & Paul Allor.
Writer: Paul Allor / Artist: Paco Diaz / Cover by: Paco Diaz / Colors: Wil Quintana
Creative Lead & Editor: Darren Sanchez / Assistant Editor: Katherine Brown
