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    The Best Work You May Never See: Angie Bird Directs “First Shave” For Gillette, Grey Canada

    By SHOOTUpdated:No Comments3028 Views

    In January, Gillette started a conversation globally about what it looks like for men to be their best in the modern world. Today, Gillette Canada is continuing that conversation with the introduction of the short film "First Shave" from Grey Canada. 

    The film, which premiered at the 2019 Inside Out LGBT Film Festival in Toronto on May 25, captures the moment when Toronto-native and trans advocate Samson Brown first used a razor to shave himself, all under the watchful and caring guidance of his father. Samson’s story recognizes that having the confidence to express one’s true, authentic self can be a journey–one that Gillette fully supports.

    Beyond the launch of the short film, both Gillette and Gillette Venus are taking action to demonstrate their values of respect and inclusivity for everyone. As they continue the conversation around "First Shave" and what it means for people to express #MyBestSelf, the brand is partnering with Toronto-based charity and City agency The 519 to support its trans-inclusive programs. With support from Gillette, they will continue to provide ongoing resources and support to help inspire Canadians of all parts of the gender spectrum to have the confidence to express their true authentic voices, so we can all be our best selves every day. 

    Pankaj Bhalla, brand director for Gillette and Venus North America, stated, “Gillette supports everyone in their journey to looking, feeling and acting their best every day. That includes our own journey as a brand committed to using our platform to showcase real, diverse and inclusive stories of men working toward their ‘best’ selves. Samson’s story in First Shave is a perfect example of that commitment because whenever, wherever, however it happens, your first shave is special.” 

    Brown said, “My dad always told me that whatever I do, I should be the best at it; and I wanted to be a part of this campaign because Gillette is encouraging everyone to be their best, just like my dad for me. My dad’s encouragement came from a place of love and gave me the confidence to express my true authentic self.”  

    “As I dove deeper into the stories of the subjects, I really started to understand how big of a moment the ‘first shave’ was to them,” said Angie Bird who directed the film through Toronto-based production company Skin and Bones. “I love that Gillette is deciding to tell more diverse stories. I think it’s important for brands to connect to a larger audience and tell stories that we haven’t seen before.”

    Credits

    Client Procter & Gamble/Gillette Canada Agency Grey Canada Per Pedersen, global creative chairman; John Patroulis, worldwide creative officer; Patrick Scissons, Emiliano Gonzalez De Pietri, Helen Pak, chief creative officers; Jeff Stamp, deputy chief creative officer; James Ansley, executive chief creative officer; Graeme  Campbell, copywriter; Logan Gabel, art director; Sam Benson, producer. Production Skin & Bones Film Company Angie Bird, director; Jackson Parrell, DP; Liane Thomas, executive producer; Michelle Woodward, line producer. Editorial Rooster Post Production Izzy Erlich, editor; Taylor McWade, assistant editor; Melissa Kahn, exec producer. Color The Vanity Andrew Exworth, colorist. Alter Ego Conor Fisher, colorist. Postproduction Fort York Paul Binney, Flame artist; Sam McLaren, exec producer. Sound Design Cylinder Sound & Film, sound design & sound engineering Brad Nelson, exec producer Music Asche and Spencer

    Media Type:Commercial: Television
    ScreenWork Categories:Commercial
    Video Tags:Angie BirdGrey CanadaSkin and Bones



    The Docter Twins Direct Part 2 Of FactSets’ “Not Just The Facts” Comedy Campaign From VSA Partners

    Thursday, November 21, 2024

    FactSet, a global financial digital platform and enterprise solutions provider, has partnered with Chicago-based creative agency VSA Partners to unveil a second round of spots in its “Not Just the Facts” campaign. The campaign originally launched back in April.

    The campaign was built on a core strategic insight: While quality data is critical for financial professionals, facts in isolation provide little value. FactSet’s personalization, data connectivity, open and flexible technology, and dedicated service and support provide the context necessary for the investment community to turn facts into valuable insights--and make the most of them.

    The new creative picks up where the previous left off. This time it focuses on a particularly boorish office worker, drolly played by character actor Wyndham Maxwell, who ticks off an encyclopedic list of facts and non sequiturs during business meetings and to the bemusement of his colleagues.

    The tongue-in-cheek campaign, which plays more like a perfect-pitch comedy series than a typical B2B commercial effort, is a major departure from financial services industry norm--both in its use of humor and in its humanistic approach. Starting this week, FactSet will roll out 16 unique spots—a combination of :30s, :15s, :06s and nine “shorts”—across multiple channels including digital, streaming and CTV.

    This :30, “Dinos,” has an office worker’s relevant reference to dinosaurs spark our boorish colleague who proceeds to utter one irrelevant fact after another about the prehistoric creatures.

    The Los Angeles–based Docter Twins (Matthew and Jason Docter) directed the original campaign and this new humorous work through their production company, Thinking Machine. The identical twin... Read More

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