Creativity & Beyond

AXE partners with Martin Garrix to launch new platform AXE Music and releases video for new single ‘Burn Out’

AXE knows music can be a powerful tool of attraction. Music moves people and AXE wants to move everyone closer. With its newly-minted platform AXE Music, the personal care brand wants to further build affinity with guys and their passions and is now announcing its partnership with Dutch Dj/Producer Martin Garrix.

The partnership is rolling out with the launch of a limited-edition Martin Garrix body spray, which is launching on September 14 in key Latin America markets and The Netherlands. To promote the partnership and the product launch, AXE and Garrix partnered in an new way: Garrix’s latest music video ’Burn Out’, was done in collaboration with the brand and created by AXE’s global creative agency 72andSunny Amsterdam.

Directed by Kinopravda, ‘Burn Out’  is a visual exploration that places us in a universe made of many imaginary worlds where music is the link between them. When we’re attracted to someone we want to impress them and make them smile. Equal parts charming, funny and surreal, ‘Burn Out’ plays off a tried-and-true boy-meets-girl scenario.

In addition to the music video, Garrix and his new music also feature in AXE’s product films promoting his limited edition body spray. The campaign will be rolling out in Latin America and The Netherlands from September 15 and includes the ‘Burn Out’ music video, as well as 20’, 15’, 10’ and 6’ product films and Key Visuals across TV and digital platforms.

Besides its partnership with Martin Garrix, AXE Music is also partnering with Kyra TV, Boiler Room and a number of emerging artists.


Advertising agency: 72andSunny Amsterdam
Production Company: Caviar 
Director: Kinopravda
Music: ‘Burn Out”, Martin Garrix & Justin Mylo (feat. Dewain Whitmore)