Seattle Seahawks quarterback Russell Wilson is Chief Football Officer at a football-style training camp for Alaska Airlines crew members.
The drills include throwing accuracy with snack delivery, carrying luggage with aplomb and dexterity, agility with strollers, and the X’s and O’s of seating so as to facilitate a mom sitting closer to her two kids. Wilson and a pilot are even soaking in side-by-side ice baths to heal their bruises.
Justin Reardon of Station Film directed for agency WONGDOODY.
Client Alaska Airlines Agency WONGDOODY Tracy Wong, executive creative director; John Schofield, creative director; Adam Deer, art director; Tim Koehler, copywriter; Leigh Eckert, producer; Brooke Salisbury, project manager; James Whittington, compositor. Production Station Film Justin Reardon, director; Caroline Gibney, exec producer/partner; Angela Jones, line producer; David Lanzenberg, DP. Post World Famous Andy Seaver, editor; Christopher Harrell, designer; Megan Ball, exec producer; Nick Hegge, head of production; Carrine Fisher, producer. Color/Finishing Lightpress Jeff Tilostson, colorist; Shane Dillon, finishing; Amanda Kay Helmick producer. Audio HEARby Sound John Buroker, engineer/sound designer; Nannette Buroker, exec 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.
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