Amma Asante of Pulse Films directed this spot from Grey London for client Nokia (HMD Global), the official phone partner for the 25th James Bond film, No Time to Die.
The 007-inspired 90-second spot was filmed against the iconic backdrop of London and stars Lashana Lynch as Agent Nomi. It showcases Agent Nomi using a range of capabilities on her Nokia smartphone to complete her mission. The commercial is part of HMD Global’s largest ever global marketing campaign, showcasing Nokia smartphones as “The Only Gadget You’ll Ever Need.”
Asante said, “I am always drawn to projects that portray women as strong and intellectual–the campaign script was beautifully crafted to present Nomi as a kick-ass agent not afraid of going up against the bad guys and doing it with irreverent humor at the same time.”
Credits
Client HMD Global/Nokia Agency Grey London Mark Fairbanks, Sue Higgs and Stephania Silveira, creative directors; Thea Evely, sr. producer; India Smith, assistant producer. Production Pulse Films Amma Asante, director; James Sorton, exec producer; Shirley O’Connor, producer; Ben Burdock, production manager; Andrij Parekh, DP; Neal Callow, production designer; Jenny Beavan, costume designer. Editorial Whitehouse Post Russell Icke, editor; Antonia Porter, post producer. Color Molinaire Gareth Spensley, colorist. Postproduction Untold Stories Ian Berry, exec producer; Helen Tang, post producer; Bruno Fukumothi, VFX artist. Music Anne Chmelewsky, composer. Audio Sam Ashwell, engineer.
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.
