Leonardo da Vinci’s legendary, rediscovered portrait of Christ masterpiece “Salvator Mundi,” aka “The Last da Vinci,” will headline Christie’s Post-War & Contemporary Art Evening Sale in New York on Wednesday, November 15.
Christie’s partnered with Droga5 to create a special project that would bring the world’s attention to the significance of what was happening–the sale of the last Leonardo da Vinci. “The Last da Vinci” was brought back into the public eye by sharing the emotional story of how the world responded to seeing this very private painting on public view.
In this video, rather than celebrate the image itself, Droga5 enlisted director Nadav Kander of Chelsea Pictures to turn the camera around and capture the emotion of those, including some familiar faces, who came to see it–in the most real and human way. The painting was placed on display and as the world looked on, Leonardo looked back. Kander and Droga5 showed exactly how breathtaking this work was by simply not showing it at all.
This moving online film is crafted from hidden camera footage that documents real emotional reactions of visitors and showed the impact this piece of art history has on us as we look upon it.
Credits
Client Christie’s Agency Droga5 New York David Droga, creative chairman; Ted Royer, chief creative officer; Laurie Howell, Toby Treyer-Evans, creative directors; Tom McQueen, sr. copywriter; Sally-Ann Dale, chief creation officer; Jesse Brihn, Bryan Litman, co-directors of film production; Jennifer Chen, sr. producer, film; Isabella Lebovitz, producer, film; Phillip Cheng, Kelly Appleton, Annie Vlosich, Carlos Valdivia, associate producers; Mike Ladman, music supervisor; Tasha Cronin, Justin Durazzo, co-directors of interactive; Grace Wang, producer, interactive; Cliff Lewis, director of art production; George McQueen, sr. art director; Bianca Escobar, associate director, art production; Daniel Wagner, strategist; Colleen Leddy, head of communications strategy; Ben Nilsen, communications strategy director; Amy Avery, chief intelligence officer. Production Chelsea Pictures Nadav Kander, director; Adam Beckman, DP; Pat McGoldrick, exec producer; Jon Dino, producer. Editorial Cut+Run Gary Knight, editor; Natalie Kasling, assistant editor; Lauren Hertzberg, exec producer; Eytan Gutman, sr. producer; Marcia Wigley, producer. Telecine Company 3 Tom Poole, colorist; Alexandra Lubrano, exec producer. Conform Jogger Matt Dolven, Joseph Grasso, Flame; Yukio Lytle, exec producer. Music Max Richter, composer. Song: “On the Nature of Daylight” Audio Post Sonic Union David Papa, 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.
