Jim Jenkins of O Positive directed this spot in which we track a lass from young girl to teenager to grown women as she envisions how her dream man will propose to her. Each fantasy scenario is loving and romantic–which is in sharp contrast to the reality of how her beau winds up popping the big question. Agency is Wieden+Kennedy, New York.
Credits
Agency: Wieden+Kennedy | New York. Brandon Henderson, Stuart Jennings, creative directors; Eric Steele, copywriter; Eric Cosper, art director; Nik Traxler, producer; Scott Vitrone, Ian Reichenthal, executive creative directors; Gary Krieg, head of content production. Production Company: O Positive Films Jim Jenkins, director; marc Grill, exec producer/line producer; Robert Yeoman, DP. Editorial: The Whitehouse Corky DeVault, editor; Nate Katz, assistant editor; Melanie Klein, post producer; Corina Dennison, post exec producer. Visual Effects: Carbon VFX Kieran Walsh, VFX supervisor; Matt Riley, Joe Scaglione, Flame artists; Cara McKenney, VFX producer; Frank Devlin, VFX exec producer. Music: Karma Groove, New York Richard Wagner, composer “Bridal March”; Auria Abraham, arranger/producer. Audio: Sound Lounge Phil Loeb, mixer; Gloria Pitagorsky, producer.
Screenwork Type:Top Spot
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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