Shutterfly’s new “Make it a Thing” campaign from agency Mischief @ No Fixed Address showcases the power of creativity and self-expression and how Shutterfly enables people to transform objects into treasured items of meaning. This is the largest Shutterfly brand campaign to date between the mix of content and a fully integrated media plan.
In this TV spot, we get the backstory as to the significance of a personalized mug made on Shutterfly on which the message “The Island of Alaska” appears. Simply when someone thinks Alaska is an island, make it a thing–a personal reminder poking fun yet representing a bond between that person and those knowing the inside joke.
“Every item made with Shutterfly has a backstory. That’s what makes it truly valuable,” said Greg Hahn, CCO and co-founder at Mischief @ No Fixed Address.
Henry Scholfield of RESET directed the campaign spots, including the “Island of Alaska” :30.
Credits
Client Shutterfly Agency Mischief @ No Fixed Address Greg Hahn, chief creative officer; Kevin Mulroy, Bianca Guimaraes, executive creative directors; Jeff McCrory, chief strategy officer; Will Dempster, EVP, production; Danielle Balanov, integrated producer; Kevin Tian, video editor, content; Tanner Thompson, sr. art director; Dana Buckhorn, sr. copywriter; Nimisha Jain, head of strategy; Jimmy George, strategy director. Production RESET Henry Scholfield, director; Dave Morrison, managing director; Jen Beitler, exec producer; Kristin Porter, producer; Pat Aldinger, DP; Malin Lindholm, production designer. Editorial Final Cut Sam Bould, editor; Lucas Moesch, assistant editor; Penny Ensley, producer; Sarah Roebuck, exec producer; Justin Brukman, managing director. VFX Mathematic Guillaume Audibet, exec producer; Jason Bartnett, post producer; Alex Maldonado, set supervisor; Laurent Larapidie, Dane Armour, previz/techviz; Clement Germain, general and Flame supervisor; Yann Aldabe, CGI supervisor; Clement Germain, Hugo Aymerrich, Michael Bianchi, Greg Landois, Cyril, Sozzi, Samuel Roux, Flame artists; Morgane Constanini, Clarisse Tronchon, Lucas Benoit, CGI artists. Sound Grayson Music Mark Domitric, voice director; Rich Hamilton, music supervisor; Brian Bernard, Chris Masson, sound engineers; Ryan McLarnon, composer; Ben Swarbrick, sound designer; Nicholas Shaw, producer.
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.
