David Meyers of @radical.media directed this spot for New York agency Translation LLC which shows a boy falling through his bed several times, at one point becoming a seemingly homeless man sprawled out on a mattress outside in an urban landscape. The fact is that every 26 seconds a kid drops out of high school, so basketball superstar LeBron James urges teens and parents to “Wake Up.” Editor was T.G. Herrington of Cut+Run, New York. Composer was Jack Livesey of Duotone, NY. Brian Emrich served as sound designer. Audio post engineer was Michael Marinelli of Sonic Union, NY.
Credits
Production Company: @radical.media Dave Meyers, director; Eric Treml, DP; Frank Scherman, Jim Bouvet, exec producers; Scott Cunningham, line producer. Editorial: Cut + Run, NY T.G. Herrington, editor; Sarah Harvey, assistant editor; Joseph Grosso, composite/conform; Rana Martin, exec producer; Ashley Carrier, producer. Postproduction: Company 3 Los Angeles Dave Hussey, colorist. Music: Duotone Audio Group Jack Livesey, composer; Brian Emrich, sound designer. Audio: Sonic Union Michael Marinelli, engineer; Justine Cortale, 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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