Bicoastal music/sound house Elias scored this spot in which we're informed that two-thirds of the planet is covered by water–meaning experiences you have yet to enjoy until you book a Celebrity Cruise adventure.
This piece provides some glimpses of those experiences, as conceived by a creative team at Venables Bell & Partners, San Francisco.
Client Celebrity Cruises Music/Sound: Elias, bicoastal Vincenzo LoRusso, music executive creative director; Vicki Ordeshook, music EP; Katie Overcash, music head of production; Audio Post M Squared, San Francisco Mark Pitchford, engineer; Sarah Benedict, mix producer; Agency Venables Bell & Partners, San Francisco; Production None (licensed and client footage)
How do you top one of the most viral brand videos ever made? Spoiler alert: you canโt. 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 โClubโ that people would love to join while showcasing Dollar Shave Clubโs products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOTโs 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this โWelcome to the Clubโ 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."
โThe Clubโ 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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