Barton F Graf has launched a global “3 Minute Friends Forever” campaign with Supercell to support Clash Royale’s 2v2 mode becoming permanent in the game. 2v2 mode allows two players to team up in real-time and face off against an opposing team in the arena. The campaign celebrates the magic of dynamic duos and brings to life the feelings of playing Clash Royale with a partner, shown through the lens of each player’s imagination.
The team at Barton F. Graf collaborated with Jon Watts, director of Spiderman Homecoming, and Titmouse, known for its animation in music videos (Zac Brown Band & Jay-Z) and TV work (Amazon Studios and Comedy Central) to create a mixture of live action and 2D animation of partners describing partnership, fully capturing the hyperbolic metaphors each player experiences while playing 2v2 as told by two players themselves.
Kicking off the multi-spot package is this piece titled “Sea of Chaos.”
Credits
Client Supercell/Clash Royale Agency Barton F. Graf Gerry Graf, founder/chief creative officer; Jeff Benjamin, executive creative director; JoeyIanno, creative director; Chris Stephens, Scott Minniear, Owen Weeks, copywriters; Mike Devine, art director; Josh Morse, head of production; Theresa Reyes, producer; Laura Janness, chief strategy officer; Amanda Perring, strategy director; Quinn Morrissey, strategist. Production Park Pictures Jon Watts, director. Animation Titmouse, Inc. Chris Prynoski, Shannon Prynoski, Ben Kalina, exec producers; Brendan O’Connor, production manager; Kristen Chung, production coordinator; Matt Taylor, director and storyboards; Mike Roush, Luke Preitag, Yi Song, Tom Smolenski, Daran Carlin-Weber, Richard Mather, Roberto Rossi, Brandon Veronyak, Dave Vandervoort, animation; Derek Thomas, Andy Byrne, CG animation; Carl Aspuria, Jan Naylor, Ryan DeLuca, Elizabeth Chadwick, animation assistants; Joshua Camit, CG modeling; Marisa Livingston, character design; Cassie Yan, Khang Le, Joyce Liu, Kenny Mok, background design. Editorial MackCut Gavin Cutler, editor; Gina Pagano, exec producer; Pam Petruski, assistant editor. VFX The Mill Heath Raymond, exec producer; Lauren Orban, producer; Mia Lalanne, production coordinator; James Rowell, shoot supervisor; Kyle Cody, 2D lead artist; Ben Kwok, Emily Bloom, Heather Kennedy, Krissy Nordella, Dhruv Shankar, 2D artists; Bobby Ushiro, Kyle Leicht, design. Color The Mill Damien Van Der Cruyssen, colorist; Rochelle Brown, color producer; Nate Seymour, Aysha Mazumdar Stanger, color assist. Sound Design Brian Emrich, sound designer. Audio Heard City Evan Mangiamele, mixer; Sasha Awn, exec producer; Andi Lewis, 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.
