This anthem spot for Samsung’s new fitness campaign shows us the inherent craziness of those obsessed with working out.
Steve Ayson of MJZ directed the :60, titled “Working Out is Crazy,” for Wieden+Kennedy, Portland, Ore.
Credits
Client Samsung Agency Wieden+Kennedy, Portland, Ore. Craig Allen, Tim Roan, Micah Walker, creative directors; Derek Szynal, copywriter; Robert Kendall, art director; Erika Madison, executive producer; Jules Brown, producer; Bruno Frankel, group strategy director; Tom Suharto, strategy director; Mark Fitzloff, Joe Staples, Susan Hoffman, executive creative directors. Production MJZ Steve Ayson, director; David Zander, president; Emma Wilcockson, exec producer; Laurie Boccaccio, producer; Yianni Papadopoulos, production supervisor. Editorial Final Cut Crispin Struthers, editor; Zoe Schack, assistant editor; Eric McCasline, exec producer; Suzy Ramirez, head of production; Ana Orrach, producer. VFX The Mill Adam Scott, colorist; Adam Lambert, 2D lead artist; Daniel Midgley, producer; Karina Slater, associate producer; Kathy Siegel, VFX supervisor. Music/Sound Design duotone audio group David Leinheardt, managing director; Ross Hopman, exec producer; Jack Livesey, creative director; Gio Lobato, producer. Audio Post Lime Studios Loren Silber, mixer; Susie Boyajan, exec producer; Mark Nieto, audio assistant.
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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