Apple Music has released a longform piece taking us behind the scenes of Usher’s Super Bowl LVII Halftime Show, all shot on iPhone 15. About 40+ iPhones were rigged to the stage, sewn into wardrobe, and placed in instruments to provide distinctive perspectives on the making of the extravaganza.
Mike Carson directed the 10-minute film via production house HPLA for agency TBWAMedia Arts Lab.
Client Apple Agency TBWAMedia Arts Lab Production Company HPLA Mike Carson, director. Editorial Cartel Editorial Finishing Trafik Music “Caught Up!” by USHER; “My Boo” by USHER, Alicia Keys; “OMG” by USHER, will.i.am; “Yeah!” by USHER, Ludacris, Lil Jon
How do you top one of the most viral brand videos ever made? Spoiler alert: you canโt. 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 โClubโ that people would love to join while showcasing Dollar Shave Clubโs products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOTโs 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this โWelcome to the Clubโ 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."
โThe Clubโ 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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