Philips OneBlade Body Royale on Fortnite
The Project
Philips Shaving OneBlade set out to create a game for Gen Z and Gen Alpha boys in the shaving-age demographic that could be used for both real-world and online gaming competitions. Fortnite proved to be the perfect platform, given its audience and gameplay style. The game follows the familiar Battle Royale format, but with a twist: the landscape is a giant body covered in hair, which players can shave to regain health or use strategically for stealth.
The Work
As Creative Strategist, I was responsible for overseeing the original concept and ensuring the brand vision remained aligned with the expectations and preferences of Gen Z and Gen Alpha Fortnite players.
Appreciation
‘Working with Annemieke on the Body Royale map development for Philips OneBlade was an absolute pleasure. Her dedication and diligence throughout the project were exceptional, and I particularly appreciated her transparency and directness—qualities that, paired with her genuinely likable character, created a really positive and collaborative foundation between our teams.
Beyond her excellent project management, Annemieke brought thoughtful creative input and constructive feedback that elevated our work. What really stood out was her problem-solving approach; she consistently found innovative ways to navigate Fortnite’s technical limitations and turn potential hurdles into opportunities. She also managed our tight timelines with impressive proactivity, ensuring we met every agreed deadline while keeping everyone accountable and moving forward.
Her exceptional communication, problem-solving skills, and creative collaboration were instrumental—the final product wouldn’t have come to life the way it did without her strategic direction and project leadership. I’m genuinely delighted that we’ve continued our partnership into 2026, and I look forward to creating more great things together.’
Niklas Timmermann, OMG Fuse GmbH (Omnicom Media Group) Director Immersive Brand Experience
Game Link: Philips OneBlade Body Royale on Fortnite
Assignment: Philips Shaving OneBlade
Creative Strategy: Annemieke van Leeuwen
Assignment Agency: Fuse
Game Developer: The Gang
Awards:
DPOK, Germany’s Online Communications Prize / 1st place Lifestyle & Beauty / 3rd place Gen Z Communication.
DRUM Awards / Silver Connected Live Experiences / Silver Gaming