Ralf Schmerberg of @radical.media directed this :60 which is an anthem to people looking to make a positive difference in life, following in the spirit of the Levi’s “Go Forth” campaigns of 2009 and 2010. This :60 centers on youths in Berlin, and made its debut on Facebook. Agency is Wieden+Kennedy, Portland, Ore.
Credits
Agency: Wieden+Kennedy | Portland Tyler Whisnand, Eric Baldwin, creative directors; Jeff Williams, creative director/art director; Antony Goldstein, copywriter; Julia Blackburn, art director; Sarah Shapiro, producer; Mark Fitzloff, Susan Hoffman, executive creative directors; Ben Grylewicz, executive producer. Production Company: @radical.media Ralf Schmerberg, director; Donna Portaro, exec producer; Munir Abbar, line producer; Daniel Gottschalk, DP. Editorial: Joint Editorial, Portland, Ore Tommy Harden, editor/sound designer; Ryan Shanholtzer, post producer; Patty Brebner, post exec producer. Visual Effects: Method Robert Owens, VFX exec producer; Claus Hansen, Flame artist; Ananda Reavis, VFX producer. Music: Search Party, New York Julianna Barwick, composer. Song: “Anjos” Audio: Eleven Jeff Payne, 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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