A proprietor invites us into his store–which is unlike any other. There are no walls, the shop is not limited by its inventory. It's a cavalcade of adventure and experiences–and then we realize we are in a PlayStation store where imagination is untethered.
This other worldly store was created in large part by the visual effects acumen of MPC.
The spot was directed by Rupert Sanders of MJZ for agency Venables Bell & Partners.
Visual Effects/Animation: MPC LA (VFX: 2D & CG) Robert Owens, managing dir; Michael Gregory, creative dir; Elexis Stearn, Colin Clarry, EPs; Jim Spratling, head of 2D & 2D supervisor, on-set VFX supervisor; Tim Kafka, CG supervisor, sr. CG lighter; Bomyee Hwang, sr. VFX producer; Julian Fitzpatrick, on-set VFX supervisor, sr. CG lighter; David Ince, Gustavo Bellon, Toya Drechsler, Kyle Belko, Josh Guillaume, sr. Nuke compositors; Thom Price, Chris Howe, concept/digital matte painters; Annie Zhao, Dennys Herman, CG lighters; Alex Moon, sr. CG pre-viz & layout artist; Ty Coyle, Samir Patel, sr. CG animators; Andrew Price, CG animator; Stefano Giorgetti, Andy Sheng, sr. CG FX artists; Lyndsey Horton, GG rigging supervisor; Meghan Sesnie, CG rigger; Joel Durham, Rodrigo Carrasco, Lim Bunu, Michael Reed, CG generalists. MPC London (CG groom) & MPC Bangalore (Roto, Cleanup, CG Prep, Matchmove)(Toolbox: Flame, Nuke, Maya, MiArmy, Arnold, After Effects, Photoshop) Agency: Venables Bell & Partners, San Francisco Production: MJZ, bicoastal/international; Rupert Sanders, director; Unit+Sofa, production services company
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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