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    Director Kevan Funk, Editor Sloane Klevin, MullenLowe Provide “A True Test of Strength” For American Greetings

    By SHOOTUpdated:No Comments3978 Views

    The new “Connections Build Us” campaign from American Greetings and MullenLowe involves a workout that plumbs depths both physical and emotional. Directed by Variable’s Kevan Funk and edited by Sloane Klevin of bicoastal Union (with :30 and :15s cut by Christopher Huth), the campaign’s centerpiece film “A True Test of Strength” shifts gears dramatically, from the intensity of the gym to one-on-one meetings with Harvard psychiatrist and wellness researcher Dr. Robert Waldinger. There, each athlete is encouraged to send a card to someone who holds a special place in his or her life. 

    Exercise is one way to boost your health — but not the only way. Research shows that close relationships also help us live longer, healthier lives. With this film, American Greetings demonstrates how strong athletes become even stronger when they connect to those who matter. Fitness influencers Bethany Hamilton, Nastia Liukin, Natalie Jill, Olivia Jordan, Alana Blanchard and the NBA’s Kevin Love are on board to spread the word. #ConnectionsBuildUs #GiveMeaning

    A supered message relates, “When we build connections, connections build us.”

    Credits

    Client American Greetings Agency MullenLowe US Blake Winfree, Kat Gates, creative director; Costa Boudovas, associate creative director; Kristina Saliba, copywriter; Isabel Taborga, art director; Vera Everson, sr. producer; Zeke Bowman, head of integrated production. Production Variable Kevan Funk, director; Nate Hurtsellers, DP; Steve Hoover, 2nd unit director; Alex Friedman, EP/producer. Editorial/Postproduction Union Editorial, NY Sloane Klevin, editor, longform; Christopher Huth, editor, :30 and :15s; Lizzie Kunkle, assistant editor; Caryn Maclean, exec producer; Susan Motamed, sr. producer; Kirk Balden, Flame artist; Justin Keil, Flame assistant; Krystle Alomar, Flame producer; Sean Vickery, motion graphics. Color Color Collective Alex Bickel, Mike Howell, colorists; Alex Jimenez, assistant. Music Nylon Studios Zac Colwell, Lydia Davies, composers. Audio Post Sound Lounge Tom Jucarone, mixer.  

    Media Type:Film: Web
    ScreenWork Categories:Short film
    Video Tags:Kevan FunkMullenLoweSloane KlevinUnion EditorialVariable



    Director Zack Seckler Shares Secret Password, Gets Us Into The Dollar Shave Club

    Monday, January 20, 2025

    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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