This “Victory Dance” touchdown spot for PlayStation out of agency BBH NY just debuted on the PS blog and on the Greatness Awaits website. Online play has become a massive part of PS gaming culture, and this new initiative centers on the moments of victory that are so exciting that gamers want to celebrate–perhaps by breaking out into a dance.
With that in mind, the brand, BBH and director Jonathan Augustavo of Skunk have teamed to create a little something gamers can share with their friends to remind them of their victories. Working with the New York City Ballet, they’ve created a series of videos that feature some of the world’s best dancers’ interpretations of six different popular PlayStation genres, including sports like soccer and football, and war, space and cops-and-robbers shooters. Each spot begins with classical dance moves that quickly give way to over-the-top (and awesome) celebratory dancing, familiar to anyone who’s seen an end-zone dance.
This video depicts a dancer’s interpretation of scoring a football touchdown. The series of videos is the first work Augustavo has helmed via Skunk since recently joining the production house for U.S. representation.
Credits
Client PlayStation Agency BBH New York John Patroulis, chief creative officer; Ari Weiss, executive creative director; Dave Brown, Ian Hart, creatives; Joyce Kuan, art director; Jamie Rome, copywriter; Carey Head, head of integrated production & technology; Kate Morrison, head of content production; John Riddle, sr. content producer; Christina Carter, content producer; Douglas Stivers, sr. producer; Kelly Bignell-Asedo, UX director; Anthony Terruso, creative technologist; Rebecca O’Neill, head of art production; Kendra Salvatore, strategy director. Production Skunk Jonathan Augustavo, director; Matt Factor, managing partner/EP; Shelly Townsend, exec producer; Jeanne Stawiarski, head of production; Annalise Rowane, producer; Sing Howe Yam, DP; Michael Bednark, production designer; Arle Bordas, 1st assistant director; John Scott Wilson, 2nd assistant director; Rosanna Pandolfo, production supervisor; Ruth Martinez, assistant production supervisor. Editorial/Post Arcade Edit Nick Rondeau, editor; Dan Gutterman, assistant editor; Tristian Wake, Flame artist; Sila Soyer, exec producer; Lauren Cancelosi, producer. Post The Mill Fergus McCall, colorist; Dee Allen, exec producer; Heath Raymond, producer. Music Beacon Street Studios Beacon Street, composers Adrea Lavezzoli, exec producer. Licensed Music APM Music Deborah Fisher, key account director. Audio Post Sound Lounge Tom Jucarone, mixer; Vicky Ferraro, exec producer; Toria Sheffield, producer. Digital Design & Development DOMANI Studios Jon Lander, creative director; Dan Ashley, sr. designer; Steve Matysik, Steve Young, interactive developers; Matt Wilcox, director of front end technology; Taylor Hills, QA lead; Nirmala Shome, interactive producer. Performers New York City Ballet Troy Schumacher, choreographer; Olivia Boisson, Zachary Catazaro, Emilie Gerrity, Craig Hall, Brittany Pollack, Amar Ramasar, dancers.
How do you top one of the most viral brand videos ever made? Spoiler alert: you canโt. 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 โClubโ that people would love to join while showcasing Dollar Shave Clubโs products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOTโs 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this โWelcome to the Clubโ 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."
โThe Clubโ 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.
