Via Pulse Films in London, directorial duo thirtytwo–consisting of Dylan Southern and Will Lovelace–brought this head-banging music video to life for the much buzzed about band Idles and its single, “Mercedes Marxist.”
Credits
Client Idles/Partisan Records Production Pulse Films thirtytwo (Will Lovelace and Dylan Southern), directors; Ben Fordesman, DP; Erin Sayder, producer; Maurizio Von Trapp, James Sorton, exec producers; Tim Gibson, production designer; Millie Wells, production manager; Adam Howe, costume designer; Chris Malin, 1st AD; Scarlett O’Connell, hair & makeup/SFX. Casting Kharmel Cochrane, casting director. Editorial TenThree Ellie Johnson, editor; Julian Marshall, edit producer; Amanda Jenkins, edit assistant. Postproduction Time Based Arts Jamie Crofts, Nina Mosand, Adam Paterson, Flame artists; Linda Cieniawska, Nuke artist; Sean Ewins, post house producer; Tom Johnson, post house exec producer. Color Simone Grattarola, colorist. Stunts Dave Nolan, stunt coordinator. Sound Design Factory Anthony Moore, sound designer; Lou Allen, sound design exec producer.
Director Zack Seckler Shares Secret Password, Gets Us Into The Dollar Shave Club
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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