Smoke & Mirrors, New York made skateboarder Tony Hawk and his colleagues into birds on a wire in a viral video for Tony Hawk’s Proving Ground videogame created by Arnold and directed by Martin Granger of Moxie Pictures. The banter among the skateboarders brings an element of charm to this promotion for the game.
Credits
Agency: arnold | Boston Roger Baldacci, CD; Meg Siegal, art director; Pete Harvey, copywriter; Billy Near, producer
Production Company: Moxie Pictures Martin Granger, director; Karol Marrs, EP Editorial: Bug Editorial Andre Betz, editor; Joy Copeland, producer Postproduction: The Mill, New York Fergus McCall, colorist Visual Effects: Smoke & Mirrors/NY Sean Broughton, CD; Nick Tanner, lead VFX artist; Cary Flaum, head of production; Barbara Kontarovich, VFX producer
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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