NBA superstar LeBron James’s return to Cleveland is bigger than basketball. With a new team and his city behind him, togetherness has become a Cleveland Cavaliers mantra. “Together” is a two-minute spot that portrays Cleveland citizens joining James and his teammates as they huddle before the opening night tip-off to the NBA season. Cleveland fans from all walks of life converge on the Quicken Loans Arena and join hands as a show of unity.
The Malloys of production house HSI directed for Wieden+Kennedy, Portland, Ore.
Credits
Client Nike Agency Wieden+Kennedy, Portland, Ore. Alberto Ponte, Ryan O’Rourke, global creative director; Dan Viens, interactive driector; Jordan Dinwiddie, copywriter; Jason Campbell, sr. art director; Emma Barnett, art director; Matt Hunnicutt, executive producer; Chris Capretto, producer; Ben Grylewicz, head of production; Joe Staples, Mark Fitzloff, executive creative directors; Keith Rice, interactive producer; Ben Oh, sr. interactive prducer; Patrick Marzullo, director of interactive production. Production HSI The Malloys, director; Rebecca Skinner, exec producer; Michelle Ross, managing director; Doron Kauper, head of production; Line Postmyr, line producer; Adam Kimmel, DP; Antoine Stoudamire, sports coordinator. Editorial Spotwelders Robert Duffy, editor; Sophie Kornberg, assistant editor; Carolina Sanborn, post exec producer. VFX The Mill John Leonti, VFX creative dirctor; Sue Troyan, VFX exec producer; Jordan Sharon, VFX producer; John Shirley, VFX supervisor; Adam Scott, colorist. Music & Sound Atticus Barking Owl Michael Antanasi, sound designer. Atticus Ross, artist. Audio Lime Loren Silber, mixer; Jessica Locke, 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.
