- 16/06/2025
The Robbery
The film “The Robbery” from the “Power of a Fragrance” campaign by AXE showcases exceptional film direction, combining dark humour with a narrative twist that highlights the power of AXE Blue Lavender. Directed with a strong sense of purpose, the film takes us on an absurd yet relatable journey where a woman impulsively attempts to rob a roadside café, only for the scent of the fragrance to lead to a surprising and comical turn of events.
By blending social commentary and humour, the director also reflects societal quirks in a way that is both engaging and relevant. The decision to use a multicultural cast adds depth, making the film resonate with a broader audience and enhancing its inclusivity. The direction pushes creative boundaries, as it showcases innovative storytelling with bold cultural relevance.
- CREATIVE BELGIUM AWARDS 2025
- GOLD, Film Craft Direction
- SILVER, Film Craft Editing
- SILVER, Film Craft Scriptwriting
- BRONZE, Film Craft Cinematography
- cannes lions 2024
- GOLD, film
- bronze, film craft
- AGENCY: LOLA MullenLowe
- BRAND/PRODUCT: AXE
- PRODUCTION COMPANY: CZAR
- DIRECTOR: Lionel Goldstein
- PRODUCTION COMPANY PRODUCER: Eurydice Gysel Lander Engels
- POST PRODUCTION: Bieke De Keersmaecker
- EDITOR: Manu Van Hove
- DOP: Grimm Vandekeckhove
- COPYWRITER: Lionel Goldstein
- CREATIVE: Augusto Callegari Pedro Mezzini
- CREATIVE DIRECTOR: Tomás Ostiglia Jorge Zacher Dante Zamboni
- COLOR GRADING: Olivier Ogneux
- CLIENT: Caroline Gregory
- ART DIRECTOR: Pepijn Van Looy
- AGENCY PRODUCER: Felipe Calviño
- ACCOUNT: Oscar Fernandez Baca
- SOUND DESIGN: Senstudio
