John Hillcoat of Serial Pictures directed this “Dream Bigger” commercial in which a lass picks up her car keys and is instantly taken on an idyllic ride propelled by a helium balloon. It turns out her breathtaking experiential vehicle is the new reimagined Mazda3 hatchback.
The spot is the second installment of Mazda’s “Feel Alive” campaign from agency Garage Team Mazda.
“Dream Bigger” debuted during Monday’s (4/8) NCAA basketball championship game telecast on CBS.
Client Mazda Agency Garage Team Mazda, Costa Mesa, Calif. Erich Funke, chief creative officer; Renato Braga, SVP, creative director; Evan Brown, copywriter; Vidur Raswant, Marcus Moore, art directors; Jeff Perino, executive producer. Production Serial Pictures, Los Angeles John Hillcoat, director; Philippe Le Sourd, DP; Violaine Etienne, founding partner/exec producer; Jennifer Gee, head of production; Melachy McAnenny, producer. Editorial Exile Editorial Conor O’Neill, editor; Rex Lowry, assistant editor; Carol Lynn Weaver, exec producer; Michael Miller, sr. producer. Color Company 3 Siggy Ferstl, colorist; Matt Moran, sr. producer. Finish/VFX a52 Patrick Nugent, sr. exec producer; Andy McKenna, VFX supervisor; Stacy Kessler, producer. Music Haley Reinhart performing a cover of the Cranberries' "Dreams" that was arranged, produced and recorded at Capitol Records. Shindig Music and Sound, Playa del Rey, Calif. Austin Shupe, composer; Caroline O’Sullivan, head of production; Debbi Landon, exec producer; Scott Glenn, creative director. Sound Design LSD, Santa Monica, Calif. Michael Anastasi, sound designer. Audio Post Lime Studios Joel Waters, Mark Meyuhas, mixers; Susie Boyajan, exec producer.
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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