Dante Ariola of MJZ directed this spot which shows what the world could be like if energy could come from anything, power could be anywhere, and light could seek out darkness. Across the screen appears a message which reads, “Imagination is taking energy to new places,” followed by the GE logo. Agency is BBDO New York.
Credits
Client GE Agency BBDO New York Michae Aimette, executive creative director/copywriter; Eric Goldstein, creative director/art director; Peter McCallum, sr. VP, sr. director; Anthony Nelson, sr. VP, group executive producer. Production MJZ Dante Ariola, director; David Zander, president; Scott Howard, sr. executive prdoucer; Natalie Hill, producer. Editorial Whitehouse Post James Dierx, editor; Lauren Hertzberg, Joni Williamson, exec producers.VFX Method Studios Benjamin Walsh, VFX supervisor; Heather Saunders,VFX producer; Dominik Bauch, compositing supervisor.
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 canโt. 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 โClubโ that people would love to join while showcasing Dollar Shave Clubโs products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOTโs 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this โWelcome to the Clubโ 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."
โThe Clubโ 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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