Lil Baby and AXE Debut New Animated Content Series

Earlier this summer, The Hype Magazine told you about AXE and award-winning artist Lil Baby announcing their partnership which included limited-edition WHAXE Packs – a curated selection of products inspired by Lil Baby and AXE – as well as a new Fresh as Fr*sh ad campaign. Now, AXE® just premiered a dope series of animated digital vignettes starring the award-winning artist.

Featuring three episodes in total, each piece takes fans on a fragrance-led journey through some of the rapper’s most distinct memories associated with iconic AXE scents. Drawing inspiration from some of Lil Baby’s favorite childhood animated series, as well as Japanese anime, each story is depicted through vibrant animation that feels straight out of a comic book.

Smell is said to be the strongest sense associated with memory and recollection, and has the ability to trigger vivid autobiographical memories. Here, we see this coming to life with each episode opening with Lil Baby sharing thoughts on the Apollo, Cool Ocean, and Phoenix AXE fragrances, leading to him reminiscing on unique memories associated with each scent.

In the series, Lil Baby takes fans on a scent-inspired journey through some of his most personal memories, showcasing the rapper like never before – touching on his first performance, his ambitious mindset at an early age, and his transition from budding rap artist to mogul. Intertwined throughout most of Lil Baby’s stories is the power of fragrance and the impact it has on his superstar persona and self-confidence.

“I’ve always been a big fan of anime,” said Lil Baby. “So having AXE turn some of my intimate memories and thoughts into an animated mini-series is kind of surreal, and I hope fans enjoy it as much as I did.”

“Anime is hugely popular with our audience, including Lil Baby himself! This inspired our team to create three distinct versions of Lil Baby in a way his fans haven’t seen before. They visualize how the fragrances have always been a part of his journey in a fun and engaging way” said Caroline Gregory, Global Brand Director, AXE at Unilever.

Each episode features traditional character animation, 2D motion graphics, and countless unique background designs combined while referencing footage from Lil Baby’s biographical documentary to create an authentic likeness.

To watch all of the unique content from the campaigns, fans can visit AXE’s YouTube channel HERE and follow @AXE on Twitter, TikTok, and Instagram for additional All Axecess-related content.

Bonus: Lil Baby Shorts BTS Sketches and Finalized Art

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Tags: Axe, LIL BABY, WHAXE

About the Author

Dr. Jerry Doby Editor-in-Chief of The Hype Magazine, Media and SEO Consultant, Journalist, Ph.D. and retired combat vet. 2023 recipient of The President's Lifetime Achievement Award. Partner at THM Media Group. Member of the U.S. Department of Arts and Culture, the United States Press Agency and ForbesBLK.