This documentary style Neighborhood Hug film tells the story of nine Supercell Hay Day game players who met in person for the first time in June on a farm in Maryland.
Directed by Oscar-winning (for the short subject documentary Inocente) duo Sean and Andrea Fine, aka The Fines, via production house Superprime for agency Barton F. Graf, the film features the Just Chill’n Neighborhood, a global group of farmers who grew to know each other through playing the game and grew even closer when they were brought together on an actual working farm to meet face to face for the first time.
Credits
Client Supercell/Hay Day Agency Barton F. Graf Gerry Graf, chief creative officer/founder; Jeff Benjamin, executive creative director/partner; Marco Kaye, Amanda Clelland, creative directors; Theresa Reyes, producer; Josh Morse, head of integrated production. Production Superprime The Fines (Sean and Andrea Fine), directors; Roger Zorovich, head of production; Colleen O’Donnell, exec producer; Trevor Allen, director. Editorial Exile Matt Murphy, editor; Stephania Dulowski, assistant; Sasha Hirschfeld, exec producer; Evyn Bruce, sr. producer; Francess Tom-Sahr, Flame producer; Suzanne Dyer, Flame artist.
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.
