Rafael Fernandez of Green Dot Films directed this emotionally moving spot which follows a woman whose cancer treatment has rendered her bald only to see her steady recovery as reflected in her hair gradually growing back. Agency is BVK, Milwaukee and Chicago. Principal actress is Heather Ann Smith.
Credits
Agency: BVK, Milwaukee Rich Kohnke, executive creative director/art director; Mike Holicek, creative director/copywriter; Mike Scalise, creative director/art director; Allison Lockwood, producer. Production Company: Green Dot Films Rafael Fernandez, director; Doug Chamberlain, DP; Rick Fishbeing, managing director; Darren Foldes, Rich Pring, executive producers; Jacquie Frisco, producer; Janet Nelson, production designer.
Screenwork Type:Best Work
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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