For Axe, we created a casting where looks didn’t matter.
Only what makes you unique.

We turned the casting itself into the idea: a selection process with no aesthetic criteria, where participants were judged only on what made them different, a skill, a trait, a way of expressing themselves. Three influencers acted as judges in a reality-style format released through weekly episodes, shifting the focus from appearance to identity and aligning the brand with a generation that values authenticity over stereotypes.