Directed by Sophia Nahli Allison (a Best Documentary Short Subject Oscar nominee last year for A Love Song For Latasha) and backed by Melina Matsoukas' new creative collective de la revolución, Droga5 NY introduced lululemon’s first step into the performance footwear space with an artful love letter to "A Woman’s Foot." Mirroring the considerations of the BlissFeel Running Shoe–the brand’s first running shoe made for women first–the film celebrates the intricate nuances of women’s feet and what makes them feel good in motion.
“A Woman’s Foot” was shot in Mexico City and Shanghai in collaboration with cinematographer Michael “Cambio” Fernandez, with the local support of cinematographer Stevo Sheng in China. The film also features some of the brand’s ambassadors: Colleen Quigley, Kadeena Cox, Changning Zhang and Mirna Valerio alongside other real female runners.
Credits
Client lululemon Agency Droga5 New York Tim Gordon, Scott Bell, co-chief creative officers; Marybeth Ledesma, group creative director; Bastien Grisolet, creative director; Jenny Yoon, sr. copywriter; Maria Kouninski, sr. art director; Mike Hasinoff, Steve Ford, executive producers, film; Mateo Suarez, sr. producer, film; Mike Ladman, sr. music supervisor; Harry Roman-Torres, chief brand strategy officer; Cecilia Diaz, group strategy director; Justin Clagette, strategy director. Production Company De La Revolución Sophia Nahli Allison, director; Michael “Cambio” Fernandez (Mexico), DP; Stevo Sheng (China), DP; Ali Brown, exec producer; Christopher Cho, producer; Melina Matsoukas, CEO. Production Service Companies The Lift (Mexico) and Gung Ho Films (China). Editorial & Confirm Good Company Andrew Morrow, editor; Ralph Miccio, exec producer; Ben Lomeli, producer. Color Grade Color Collective Alex Bickel, Mike Howell, colorists; Claudia Geuvara, exec producer. Postproduction, Creative Direction, Design & VFX Purple Martin Studio Joseph Randonich, exec producer; Ruaidhri Ryan, producer; Lana Shah, creative director; Collin Fletcher, design lead; Tara Sood, art director. Aislinn Clifford, Vicky Lynn, MGFX team; Pilon Lectez, VFX supervisor. Music, Sound Design & Mix Ballad Adrian Aurelius, Philip Nicolai Flindt, sound designer/mixers; Gregers Maersk Moeller, exec producer. Photography & Illustration Lisa Sorgini, Magda Wosinska, photographers; Tanya Griffiths, illustrator.
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.
