Noam Murro of Biscuit Filmworks directed this video, titled “Free Range,” depicting a daring chicken who escapes from its coup in the search for a more fulfilling and rewarding “Free Range” lifestyle.
Running freely across fields and overcoming a number of obstacles that get in its way, the chicken embraces life in the quest for something better, paralleling Reebok’s approach to fitness and offering encouragement for people to embrace a new path to healthy, fitness-promoting physical activity. We finally discover why the chicken decided to cross the road.
Video is part of an integrated campaign from Venables Bell & Partners.
Credits
Client Reebok Agency Venables Bell & Partners Paul Venables, Will McGinness, executive creative directors; Tom Scharpf, Erich Pfeifer, creative directors; Eric Boyd, associate creative director; Byron Del Rosario, art director; Meredith Karr, Allan Eakin, copywriters; Craig Allen, director of integrated production; Michael Davidson, head of strategy; Jake Bayham, sr. brand strategist. Production Biscuit Noam Murro, director; Simon Duggan, DP; Shawn Lacy, Colleen O’Donnell, exec producers; Jay Veal, line producer. Editorial Rock Paper Scissors Stewart Reeves, editor. VFX a52 Heather Johann, VFX producer. Sound Design/Audio 740 Sound Design Rommel Molina, sound designer. Music Elias Arts
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.
