Using the ubiquitous Amazon box as a portal, people delve into the immersive world of Amazon Music in this spot directed by Steve Gee and Essy May of production house/animation studio Blinkink. The piece blends mixed media and musical genres from across the globe. From clay animation to puppetry, and JPOP to Amazon Original Christmas tracks, the film titled “Unbox a World of Music” takes us on a voyage around the world, bringing to life the rich and varied role music plays in our lives.
The spot was conceived by Droga5 London in collaboration with Droga5 Tokyo. Dave Wigglesworth, creative director, Droga5 London, said, “It’s a mad film but not without reason. The mixed animation style was designed to bring to life the plurality of choices you get when diving into the world of Amazon Music. The visual genres flip and switch to complement the songs. Partnering with Stevie Gee and Essy May at Blinkink was a no-brainer. You can see the level of craft and love that went into every single frame.”
Credits
Client Amazon Music Agency Droga5 London David Kolbusz, chief creative officer; Ed Redgrave, Dave Wigglesworth, creative directors; Matt Dunn, Jules Hunt, Chris Russell, Ahmed Ellabib, creatives; Chris Chapman, head of design; Oli East, designer; Mike O’Brien, motion design; Tim Larke, studio director; Oscar Powell, strategist; Peter Montgomery, head of production; Larissa Miola, sr. producer. Agency Droga5 Tokyo Masaya Asai, chief creative officer. Production Company Blinkink Steve Gee, Essy May, directors; Gareth Owen, producer; Matt Day, DP. Animation & Postproduction Blinkink Illustrators Tayfun Pekdemir; Lou Lou Jao; Eva Cremers; Haein Kim; Sam Lyon; Anton Hjertstedt Postproduction Freefolk Paul Harrisson, colorist. Editorial Work Editorial William Barnett, Mark Edinoff, editors. Music Supervision Soho Music Music Search Soho Music Jeremy Stubbings Sound Jungle Ben Leeves
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.
