In this 90-second PSA directed by Brett Warkentien, edited by Marco Perez of Union and written by Dr. Naomi Rosenberg, we witness the harrowing process a doctor goes through when having to tell a mother that she has lost a child to gun violence.
For client Cease Fire USA (States United to Prevent Gun Violence), the project–titled "Every Three Hours"–draws attention not only to the fact that this happens every three hours, but to the idea that a frank conversation now may prevent the worst conversation any parent could imagine.
Credits
Client Cease Fire USA (States United to Prevent Gun Violence) Creative Dr. Naomi Rosenberg, writer; Kelly Warkentien, creative director/art director; Michael O’Connell, creative director/copywriter. Production Brett Warkentien, director; Johan Palm, DP; John Haggerty, producer. Editorial Union/Los Angeles Marco Perez, editor; Jed Stuber, assistant editor; Michael Raimondi, president/managing partner; Joe Ross, exec producer; Milos Zivkovic, sound; Logan Aires, final mix. Color Motion Picture Color Ricky Gausis, colorist. Music Mophonics
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.
