Anton Visser of Velocity Films directed this spot which shows photographers doing whatever it takes to get the shot. This inspiring piece encourages entrants to send their best work for consideration for the prestigious Hamdan bin Mohammed bin Rashid Al Maktoum International Photography Award (HIPA).
Conceptualized by a creative team at M&C Saatchi Abu Dhabi and filmed in South Africa, the adventure-filled piece takes us from the African bush to frigid big wave surfing and a bustling alleyway in Thailand.
The ad is backed by a unique drum sequence performed by Kevin Gibson in studio at We Love Jam. Gibson played the drums to the picture in order bring an organic and spontaneous feel to the commercial. 15 different microphones were used in the recording, providing sound engineer Arnold Vermaak with a varied selection of audio for the final mix.
Credits
Client Hamdan bin Mohammed bin Rashid Al Maktoum International Photography Award (HIPA) Agency M&C Saatchi Abu Dhabi Ryan Reed, executive creative director; Christopher Hunt, art director; Samantha Middelton, Neil Williams, copywriters; Paul Owen, head of creative services. Production Velocity Films, Cape Town Anton Visser, director; Zayd Halim, producer; Karen Kloppers, Helena Woodfine, exec producers; Caleb Heymann, DP; Naobie Noisette, production art director. Postproduction Saki Bergh, editor. VFX/Post Online Black Ginger Eddie Addinall Music We Love Jam Kevin Gibson, drummer; Arnold Vermaak, sound engineer. Post Offline Left Post Production
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.
