To prove that Dollar Shave Club razors are extremely high quality, DSC created a spokesman named B.A. Loonman -- a man with a face and body made entirely of balloons. B.A. Loonman lives in constant fear of bursting his extremely fragile balloon skin. And to make matters worse, he grows a patchy and unattractive beard that he is too afraid to shave. But when he discovers Dollar Shave Club’s high quality razors and shave products, his life changes for the better.

B.A. Loonman was an imaginary character living in the real world. The keys to integrating the design of these two realities was simplicity, minimalism, and the capturing of imperfection. The materials used (balloons) were actually inflated and twisted by a real balloon artist, his movements choreographed by a puppeteer, and B.A. Loonman’s day at work was filmed at an actual office. The B.A. Loonman character began as a pencil sketch and was refined through iteration to become a character who, despite the ridiculousness of his reality, elicited sympathy from the viewer.

B.A. Loonman was one of the most engaged and viewed videos on Dollar Shave Club's Facebook page to date.

- Sales of Dr. Carver's Shave Butter: Increase of 13%

- Digital Click Through Rate: Increase of 44% versus average

- Social Engagement Rate: Increase of 56%