To demonstrate the positive impact that IBM Cloud can have on people’s lives, The Barbarian Group created a moving case study around the client’s partnership with the fitness app, Runkeeper. This 90-second online short introduces us to Simon, a competitive ultra-marathoner who happens to be blind and depends on Runkeeper and its IBM-powered data to help him navigate when training. His story shows him training on the football field and then running through varied types of terrain an astounding 100 miles and beyond.
Tucker Walsh directed via production house m ss ng p eces.
Credits
Client IBM Agency The Barbarian Group Adam Lau, Eric Burnett, creative directors; Andrew Peet, art director; Morgan Perrine, copywriter; Damon Webster, Sherri Hollander, broadcast producers. Production m ss ng p eces Tucker Walsh, director; Ari Kuschnir, exec producer/founder; Kate Oppenheim, Brian Latt, exec producers/partners; Dave Saltzman, head of production; Stine Moisen, producer; Tim Sessler, DP; Naomi Wells, production supervisor. Postproduction Cynthia Angel, post supervisor. Editorial Beast Jai Shukla, editor; Colleen Valentino, post producer; Sarah Germano, assistant editor; Scott Bavo, Flame artist. Music Andy Huckvale, composer. Sound Design Q Department. Color The Mill Fergus McCall, colorist.
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.
