Droga5 London has created a global brand campaign for Setapp, a subscription service providing access to 190+ creative, productivity and maintenance apps for Macs, iPhones and iPads to help users complete any task.
The new “Don’t Get Sidetracked. Get Setapp” campaign revolves around three comic films, directed by Jeff Low of Biscuit Filmworks UK, each showing the absurdly dramatic consequences of someone failing to finish what they started.
In this commercial titled “Snake,” a man with a phobia of snakes is hypnotized into thinking he has become one and is left in a snake-like state as his therapist gets distracted.
Ed Redgrave, Droga5 London creative director, said: “If you’re reading this it’s entirely probable you’ve started some other task and then become distracted and ended up here. If that’s you–or if that’s ever been you–you need Setapp. A suite of apps to help you complete any task.”
Credits
Client Setapp Agency Droga5 London David Kolbusz, chief creative officer; Ed Redgrave, Dave Wigglesworth, creative directors/creatives; Nick Lindo, Sebastien Thomas, creatives; Stephanie McArdle, lead designer; Matteo Alabiso, sr. designer; Tim Larke, studio director; Tim Whirledge, strategy director; Peter Montgomery, producer; Deborah McCartney, sr. assistant producer. Production Company Biscuit Filmworks UK Jeff Low, director; Rupert Reynolds-Maclean, managing director/exec producer; Kwok Yau, producer; Kaname Onoyama, DP; Maruxa Alvar, production designer; Emily Newson, hair & makeup; Ramona Creanga, costume designer. Editorial Work Editorial Saam Hodivala, Jamie Hodgson, editors; Ella Seswick, edit producer. Postproduction Electric Theatre Company Ryan Knowles, 2D lead; Luke Morrison, colorist; Jon Purton, post producer. Audio 750MPH Sam Ashwell, sound designer; Mary-Ann D’Cruz, sound producer. Music Hywel Evans, music supervision. Goldstein Music, music composition.
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.
