This latest film in The New York Times' “The Truth Is Worth It” campaign from Droga5 NY explores global terrorism and the caliphate of the Islamic State. Titled “Fearlessness,” the piece follows reporter Rukmini Callimachi and explores the constant risk, fearlessness and instinct she requires to follow the truth from homesoil to warzones, on the ground and in life threatening situations, developing sources and information across the globe–just to give us a better understanding of the truth.
Daniel Lindsay and TJ Martin of production house Furlined directed “Fearlessness.”
Credits
Client The New York TimesAgency Droga5 NY David Droga, creative chairman; Neil Heymann, chief creative officer; Laurie Howell, Toby Treyer-Evans, creative directors; Nate Moore, design director; Eli Hochberg, designer; Sally-Ann Dale, chief creation officer; Jesse Brihn, director of film production; Ruben Mercadal, associate director of film production; Topher Cochrane, Brandon Chen, sr. producers, film; Holly Schussler, associate producer, film; Mike Ladman, music supervisor; Jonny Bauer, global chief strategy officer; Harry Roman-Torres, head of strategy; Nick Maschmeyer, strategy director. Production Furlined Daniel Lindsay, TJ Martin, directors; Diane McArter, president; Ben Davies, exec producer/director of development; David Thorne, exec producer. Editorial Final Cut Jim Helton, editor; Chris Rizzo, Sophie Solomon, Alyce Muhammed, assistant editors; Sarah Roebuck, exec producer; Penny Ensley, head of production; Lareysa Smith, producer. Postproduction Significant Others Alek Rost, Kyra Hendricks, producers; Phil Brooks, animator; Dirk Greene, creative director; Betty Cameron, Jenna DeAngelis, VFX artists. Color Company 3 Tom Poole, sr. colorist; Sophie Borup, colorist; Alexandra Lubrano, producer. Music Danny Bensi, Saunder Jurriaans, composers. Sound Sound Wave Studios, NY Aaron Reynolds, Ed Downham, sound designers/mixer; Vicky Ferraro, exec producer.
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.
