Using a new form of the “projection-mapping” technique, Belgian filmmaker and the director for this shoot, Filip Sterckx, shot on a white-wall set where scenes were both rear-projected and front-projected. The technique took us through a woman’s journey–on both sides of the Atlantic–in one seemingly continuous take, ultimately leading to her buying a home, a deal which could have been scuttled if not for Experian protecting her from identity fraud.
The projection-mapping technique was deployed for its ability to allow characters to walk through big moments of their lives, without ever having to change their physical location. With a treadmill on a rotating platform, the actor appeared to be in several different locations, while remaining in a stationary position on set. During the shoot, there were as many as eight projectors in use at a time, synched to match the movement of the motion-controlled camera.
Production house was HSI. Agency was The Martin Agency.
Credits
Client Experian Agency The Martin Agency, Richmond, Va. Joe Alexander, chief creative officer; Andy Azula, sr. VP/group creative director; Steve Sage, VP/creative director; Eric Dome, associate creative director/copywriter; Matt Davis, VP/creative director/art director; Brett Alexander, VP/executive broadcast producer; Brian Camp, broadcast producer; Caroline Helms, jr. producer; Juanita McInteer, group talent & music director. Production HSI Filip Sterckx, director; Rebecca Skinner, managing director; Kim Dellara, exec producer; Doron Kauper, head of production; Richard Weagner, producer. Visual Effects a52 Andy Hall, VFX supervisor; Heather Johann, VFX producer; Megan Meloth, exec producer Editorial Rock Paper Scissors Neil Meiklejohn, editor; Meagen Carroll, producer; Carol Lynn Weaver, exec producer. Audio Eleven Jeff Payne, mixer; Ben Freer, assistant mixer; Suzanne Hollingshead, 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.
