Hiro Murai via production house Ninja directed this curious, charmingly absurd music video to promote the Gillette body hair razor out of Grey New York. The video is all about confidence–reflected in such antics as synchronized swimming by gents who are properly manscaped thanks to Gillette.
Titled “Shave Forth,” the music clip is set to an EDM track created expressly for the project by DJs From Mars and Dr. Lecktroluv.
Editor was Akiko Iwakawa of Cut+Run.
Client Gillette Agency Grey New York Tor Myhren, president and global chief creative officer; Andreas Dahlqvist, New York CCO; Jeff Stamp, Leo Savage, group creative directors; Asan Aslam, Noah Will, creative directors; James McPherson, sr. VP/associate director of film production; Jason Heller, producer; Megan Swan, assistant producer; Josh Rabinowitz, EVP/director of music; Zachary Pollakoff, VP/music producer. Production Ninja Hiro Murai, director; Danielle Hinde, owner/exec producer; Jason Colon, producer. Editorial Cut+Run Akiko Iwakawa, editor; Ellese Jobin, producer; Rana Martin, exec producer; Joe Simons, assistant editor. VFX The Mill Adam Isidore, exec producer; Katie Kolombatovich, producer; Fergus McCall, colorist; Michael Schaeffer, design; Gavin Wellsman, lead Flame; Jamin Clutcher, Ben Kwok, Flame assist. Music/Sound DJs From Mars, Dr. Lektroluv, Morgan Visconti and Gareth Williams, composers. Human, New York Audio Heard City Philip Loeb, mixer
How do you top one of the most viral brand videos ever made? Spoiler alert: you can’t. But when Dollar Shave Club tapped Zack Seckler to direct a new campaign to revive the absurdist humor of its iconic launch video, he knew he had a rare opportunity to create something special.
The brief was simple: introduce the concept of a physical “Club” that people would love to join while showcasing Dollar Shave Club’s products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOT’s 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this “Welcome to the Club” spot which invites us to join a unique, seemingly exclusive but in reality an accessible and affordable fraternity of Dollar Shave Club members. But you need to know the password or more accurately, the two-word phrase--"shave money."
“The Club” campaign brings the brand back to its humorous roots, reflecting a new chapter after being acquired by Nexus Capital Management from Unilever in late 2023. The work takes Dollar Shave Club back to its disruptive beginnings and what made the brand a viral sensation from its inception in 2011.
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