Psyop’s talent ensemble tells a tale of a bear who seeks the best scratching post in the forest, going from one sloth to the next for an answer but to no avail. Finally the bear seeks the counsel of an owl who immediately directs him to the best tree for remedying a pesky itch. The lesson–go to the experts for a direct answer: ING Direct. Agency was Beattie McGuinness Bungay, London.
Credits
Postproduction: MPC (The Moving Picture Company) Mark Gethin, colorist Visual Effects: Psyop Andrew Romatz, VFX supervisor; Jordan Metcalf, Andrew Park, designers; Vinny Dellay, storyboard artist; Lane Jolly, lead TD; David Parker, lead Flame; John Shirley, Flame; Lane Jolly, Ryan Raith, lead desktop compositors; Ryan Raith, Cris Kong, Danny Koenig, John Brennick, Falko Paeper, Sohee Sohn, compositors; Yuchihiro Yamamoto, modeler/texture/lighter;
Barry Kriegshauer, lighter; Austin Brown, Filaments, roto; Mark Lipsmeyer, tracker; Brett Nicolletti, editor. Music: Human Sloan Alexander, composer. Audio: Wave, London Jack Sedgwick, mixer.
Director Zack Seckler Shares Secret Password, Gets Us Into The Dollar Shave Club
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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