This Olay anthem spot “Max” underscores the power of women with a call to maximize, not minimize the gender. Among those appearing in this empowering piece are actress/singer Jennifer Hudson, author/poet Amena Brown, designer Hunter McGrady, engineer Erica Joy Baker, actor/nurse Jennifer Stone, actor/women’s health advocate Busy Philipps and astrobiologist Alyssa Carson.
Christelle De Castro of Lola Production directed for agency Badger & Winters, with music from Yessian Music and sound design/audio post by Heard City.
Credits
Client Olay Agency Badger & Winters, New York Madonna Badger, founder/chief creative officer; Kristen Murphy, associate creative director, art; Matthew Scott, associate creative director, copy; Celeste Holt-Walters, head of production; Celia Ettinger, producer. Production Lola Production, bicoastal Christelle De Castro, director. Editorial Sunset Edit Cami Starkman, editor. Music/Sound Yessian Music New York Mike Dragovic, creative director, co-composer; Naren Rauch, co-composer; Marlene Bartos, exec producer; Evelyn Brown, Angelina Powers, sr. producer; Brian Yessian, chief creative officer; Michael Yessian, head of production. Sound Design/Mix Heard City, New York Evan Mangiamele, sound designer/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.
