Dante Ariola of MJZ directed this spot which is part of the “I”MPERFECT” campaign from agency Translation which celebrates the diversity of people and pushes back against the “one size fits all” mindset.
Tying into all this is American Eagle Outfitters’ “democratization of denim,” offering 22 fits, 81 washes and 84 sizes–representing some 1,500-plus options–to fit any person and personality. This :60 shows people of all kinds coming together. (“Portraits” was shot during a four-day shoot on location in the Mojave Desert.) They join to form a message which is revealed in an aerial shot. Like all elements of the campaign (print, posters, digital banners, this spot is anchored by the tagline, “My Imperfections Make the Perfect Me,” as well as the “I’MPERFECT” brand mantra.
Credits
Client American Eagle Outfitters Agency Translation John Norman, chief creative officer; Jay Berry, Marc d’Avignon, executive creative directors; Betsy Decker, creative director, copywriter; Ben Carter, creative director/art director; Miriam Franklin, director of content production; Liz Graves, producer; Nick Pacelli, music supervisor. Production MJZ Dante Ariola, director; Greig Fraser, DP; Scott Howard, exec producer; Natalie Hill, line producer. Editorial NO6 Andrea MacArthur, editor; Kyle Whitmore, assistant editor; Crissy DeSimone, post exec producer; Kendra Desai, post producer. Visual Effects The Mill LA Chris “Badger” Knight, VFX artist; Jo Arghiris, VFX exec producer; Leighton Greer, VFX producer. Audio Post Eleven Jeff Payne, mixer; Suzanne Hollingshead, exec producer; Dawn Redmann, producer. Music “Feeling Good” Remake Composed and Arranged by Ariel R. A Heavy Duty Music /Mad Decent Production; Josh Kessler, exec producer; Daniel Nigro, producer.
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.
