Narrated by tennis star Serena Williams, this Nike spot–directed by Kim Gehrig via production house Somesuch for Wieden+Kennedy, Portland, Ore.–shows what aspiring and professional female athletes have to combat beyond their competitors on the court or on the other side of the net.
Titled “Dream Crazier,” the piece has Williams sharing, “If we show emotion, we’re called dramatic. If we want to play against men, we’re nuts.” Women who dare to excel and compete are furthermore labeled with adjectives ranging from “unhinged,” “hysterical” and “delusional.” Williams concludes , “if they want to call you crazy, fine. Show them what crazy can do.”
Credits
Client Nike Agency Wieden+Kennedy, Portland, Ore. Jason Bagley, Eric Baldwin, executive creative directors; Alberto Ponte, Ryan O'Rourke, creative directors; Alexs Romans, Emma Barnett, copywriters/art directors; Shelley Eisner, broadcast producer; Cole Davenport, production coordinator; Jake Grnd, Krystle Mortimore, eecutive producers; Matt Hunnicutt, Mike Davidson, heads of production. Production Somesuch Kim Gehrig, director; Sally Campbell, Tim Nash, managing directors; Nicky Barnes, exec producer; Suzie Grenne-Tedesco, line producer; James Laxton, DP; Laura Hegarty, head of production; Courtney Nolan, production supervisor; DeeAhna Hernandez, assistant production supervisor. Editorial Joint Editorial Peter Wiedensmith, editor; Vanessa Yuille, Trevor Schulte, Kristy Faris, assistant editors; Shada Shariatzadeh, Jen Milano, post producers; Leslie Carthy, exec producer; Patty Brebner, head of production; Noah Woodburn, Natalie Huizenga, sound designers. VFX/Post a52 Pat Murphy, VFX supervisor; Adam Flynn, Richard Hirst, Rod Basham, Joey Brattesani, Andy Davis, Dan Ellis, Kevin Stokes, 2D VFX artists; Kevin Stokes, James Buongiorno, Sam Kolber, online editors; Michael Steinmann, Jillian Lynes, producers; Andrew Rosenberger, production coordinator; Kim Crhistensen, Patrick Nugent, exec producers; Jennifer Sofio Hall, managing director. Color Company 3 Tom Poole, colorist; Alexandra Lubrano, color producer; Jenny Montgomery, color assistant. Audio Post Eleven Studios Jeff Young, mixer; Andrew Smith, assistant mixer; Melissa Elston, exec producer; Imani Franklin, producer.
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.
