Three-time Best Cinematography Oscar winner Emmanuel “Chivo” Lubezki (Gravity, Birdman, The Revenant) directed via Park Pictures this short, One Night, for Absolut and agency BBH London.
The piece–with visual effects from Framestore–takes us through creative moments in history in rapid fire succession with a voiceover from actor/musician Juliette Lewis, ultimately arriving at the present moment, a night where the creative possibilities are endless.
Client The Absolut Company Agency BBH London Ian Heartfield, executive creative director; Simon Cenamor, Raymond Chan, creative team; Victoria Keenan, producer; Zaf Choudhury, assistant producer; Melanie Arrow, strategy director; Raphael Bittner, strategist. Production Park Pictures Emmanuel “Chivo” Lubezki, director; Stephen Brierley, managing director; Jackie Kelman Bisbee, executive producer; Caroline Kousidonis, executive producer (L.A.); Sophie Hubble, executive producer (London); Nick Goldsmith, producer. VFX Framestore Andy Rowan Robinson, creative director; Charles Howell, VFX producer; Raul Ortego, Sebastien Boulange, Gigi NG, Karch Coon, Nick Tanner, 2D; Phil Robinson, Charlotte Bae, Nate Diehl, Georgios Cherouvim, Mohamed Echkouna, 3D; Callum McKeveny, design. (Toolbox: Maya, Nuke, Flame, Houdini, CapturingReality, Photoshop, Heiro, 3DE, PtGui, Arnold) Editorial Whitehouse Post Russell Icke, editor; Greg Hayes, Joe D’Ovidio, assistant editors; Antonia Porter, producer. Color Company 3 NY Tom Poole, colorist; Alex Lubrano, producer. Sound Soundtree Peter Raeburn, creative director; Jay James, music supervisor; Henning Knoepfel, sound designer; Luke Fabia, music editor.
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.
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