This short takes us to a drab, dreary world in which conformity rules–in the form of a round traditional fast food breakfast which seemingly everybody is forced to make part of their morning routine. But breaking free of this totalitarian a.m. hold are two people who flee as “breakfast defectors,” running from the authorities and reaching a brighter world–going from Egg McMuffin-like meals to Taco Bell’s new Biscuit Taco.
Michael Spiccia of Arts & Sciences directed this three-minute film (and :60 spot) for Deutsch LA.
Credits
Client Taco Bell Agency Deutsch LA Pete Favat, chief creative officer; Winston Binch, chief digital officer; Brett Craig, executive creative director; Tom Pettus, group creative director; Scott Clark, Pat Almaguer, creative directors; Jeremiah Wassom, sr. art director; Chris Pouy, sr. copywriter; Vic Palumbo, director of integrated production; Paul Roy, executive producer; Damon Vinyard, producer; Dave Rocco, music director; Eryk Rich, associate music producer; Nathan Iverson, design director; Erin Burrell, sr. designer. Production Arts & Sciences Michael Spiccia, director; Germain McMicking, DP; Mal Ward, managing director/partner; Marc Marrie, exec producer/managing partner; Christa Skotland, head of production; Ben Scandrett-Smith, exec producer/producer. (shot in Budapest) Editorial Union Editorial Jim Haygood, editor; Anil Baral, assistant editor; Michael Raimondi, president/managing partner; Rob McCool, exec producer. Post/VFX a52, Santa Monica Andy McKenna, VFX supervisor/lead Flame artist; Pat Murphy, Hugh Seville, Steven Wolff, Jesse Monsour, Andres Barrios, Chris Moore, Michael Plescia, Richard Hirst, Michael Vagliently, Enid Dalcoff, Christel Hazard, Dan Ellis, Flame artists; Kirk Shinatni, head of 3D; John Cerniack, CG supervisor; Ian Ruhfass, Joe Paniagua, Jose Limon, Josephine Kahng, Vivian Su, Wendy Klien, Chris Janney, CG artists; Joseph Chiechi, Michael Bettinardi, Michael Cardenas, CG tracking; Tiffany Germann, roto; Earl Burnley, art director; Jeffrey Jeong, Lucy Kim, Tae-Kyu Kim, Trix Taylor, Alan Chen, animation; Kim Christensen, head of production; Jennifer Sofio Hall, Patrick Nugent, exec producers; Stacy Kessler-Aungst, producer; Paul Yacono, colorist; Anna Vegezzi, color producer. Motion Graphics Steelhead, Los Angeles Ted Markovic, exec producer; Jason Porter, motion design director; Luis de Leon, motion designer; Matt Johnson, producer; Chase Butters, mixer. Music Elias Arts, Santa Monica, Calif. Vincenzo LoRusso, executive creative director; Mike Goldstein, creative director; Vicki Ordeshook, exec producer; Katie Overcash, head of production. Song: The Ramones, “Blitzkrieg Bop” Audio Post Formosa Santa Monica Tim West, mixer; Aiden Ramos, mix assistant; Jennifer Bowman, 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.
