Park Pictures’ Vincent Haycock directed a call to action in this PSA, “Bystander,” for the “It’s On Us” campaign out of agency Mekanism for The White House and Generation Progress. The “It’s On Us” campaign challenges everyone on campuses to see sexual assault as their personal responsibility to prevent, particularly targeting male students.
In this piece, a male bystander at a campus party keeps an eye on a woman in jeopardy and intervenes to help prevent what might have otherwise escalated into a case of sexual assault.
Credits
Client The White House/Generation Progress Agency Mekanism Jason Harris, CEO/president; David Horowitz, creative director; Eric Zuncic, head of strategy; Albert Ignacio, design director; Caroline Moncure, associate director, brand manager; Kati Haberstock, sr. producer; Sean Cosier, creative technology director; Amber Cope, sr. producer. Production Park Pictures Vincent Haycock, director; Jackie Kelman-Bisbee, Mary Ann Marino, exec producers; Alex Fisch, Caroline Kousidonis, line producers; Lance Acord, DP; John Goldsmith, production designer; Christina Blacklaller, costumes. Editorial White House Post Adam Robinson, editor; Joni Williamson, exec producer; Kristin Branstetter, producer. VFX Carbon Music Squeak E Clean Amy Crilly, sr. producer Audio Eleven Sound Suzanne Hollingshead, exec 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.
