In this PSA for the U.S. Department of Veterans Affairs, we see a man’s life unfold in reverse back to a pivotal juncture when he considers suicide. Keeping his firearm under lock and key, though, gave him a moment to stop and think, averting tragedy and enabling him to move forward to the positive developments we saw him experience in a fulfilling life.
The Fackrell Brothers (twins Matthew and Nathan) directed “Pivot Point” via their production house Fackrell Brothers for agency Reingold Associates. The spot is part of a campaign crafted to help vets who are struggling with PTSD and mental health issues.
Credits
Client U.S. Department of Veteran Affairs Agency Reingold and DCG Communication Neil Bruce, creative director/copywriter. Production Company Fackrell Brothers Matthew Fackrell, Nathan Fackrell aka the Fackrell Brothers, directors; Megan Stacey, DP; Valerie Thomas, producer; Ken Averill, production designer; Oasis Nguyen, hair and makeup effects. Editorial Nomad Edit Sam Perkins, editor; Craig Windes, post supervisor. Sound Design Brian Emrich, sound designer. Audio Post Nathan Hoffman, sound mix. Music Phil Klein Color Stephen Derluguian, colorist. VFX Tarik Saran, VFX.
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.
