Axe

Axe

AXE is going where only the elite few have gone before, and they’re giving fans the ultimate out-of-this-world experience: a trip to space. As part of AXE’S biggest product launch in its 30-year history, MATTER produced the brand’s first ever truly global launch event at the American Museum of Natural History to announce this news to the world along with the launch of the brand’s newest product line, Apollo.

We transformed Cullman Hall of the Universe into the AXE’s secret space headquarters – taking over 200 global media, influencers and brand partners from 20 countries through a fully immersive and authentic space experience. From top secret security clearance to a live Mission Control announcer, the event set the stage for the announcement and appearance by one of the first men to walk on the moon, Buzz Aldrin.