Grey New York and production house 1stAveMachine teamed on this video in which New York electro/pop/rock musician and recent Lorde collaborator Son Lux performs an original piece of music (which he composed) on a keyboard linked to a piano rigged with Gillette new FlexBall razors.
The piano keys are played via a pulley system attached to FlexBall razors. The 3D pivoting head of the razors allows for a unique range of movement as the razors’ handles strike the piano keys.
At the conclusion of the performance–which took place at the Hammerstein Ballroom in NYC–a pair of supers appear which read: “Movement Like No Other”; “Shaving Rebuilt.”
Credits
Client Gillette Agency Grey New York Tor Myhren, president/global chief creative officer; Jeff Stamp, Leo Savage, group creative directors; Lance Parrish, Steve Nathans, associate creative dierctors; Nick Terzip, copywriter; James McPherson, executive producer; Katy Fuoco, film producer; Megan Swan, assistant producer; Zachary Pollakoff, music producer; Debby Reiner, brand agency lead; Howard Roberts, executive strategy director. Production 1stAveMachine Asif Mian, director; Zak Mulligan, cinematographer; Sam Penfield, exec producer; Leigh Goldstone, producer; Bob Partington, chief creative technologist; Jason Curtis, art director. Editorial Cut+Run Akiko Ikawaka, editor. Music Ryan Lott (Son Lux), composer. Audio Post Heard City Phil Loeb, mixer.
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.
