Students don’t feel safe at school. They’re constantly wondering if they are next when it comes to gun violence. Taking this insight to heart, creative agency BooneOakley partnered with bicoastal Station Film and filmmaker Scott Corbett to create “Targets,” a video from the students’ perspective. Because when you tune out the debates and the politicians and the media, what you’re left with are kids who face the possibility of a school massacre every single day.
AreWeNext is a group of concerned citizens and students who are done with responding to school shootings with thoughts and prayers, instead they urge us to demand change. It’s time to take action. It’s time to urge our senators to vote for common sense gun laws.
Credits
Client AreWeNext.org Agency BooneOakley David Oakley, creative director; Mary Gross, writer; Laura Beebe, art director; Sydney Oakley, developer; Heather Nikoncyk, project manager. Production Station Film Scott Corbett, director; Stephen Orent, managing partner; Caroline Gibney, exec producer; Mego Lin, DP. Editorial Bob Mori, editor Music Dave Valdez, composer. Sound Design Dean Hovey, sound designer. Color Framestore Beau Leon, colorist. VFX Stratostorm
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.
