Microsoft’s technology empowers people, and the possibilities it creates are endless. The innovation comes to life this holiday season through the spirit, wonder and imagination of a little girl. Follow the magical story of Lucy, a curious 6-year-old with a few questions on her mind. With the help of her mom’s Surface and Microsoft Translator, she finally gets her chance to ask the most important questions of the season to some special friends. Microsoft technology empowers and connects everyone on the planet–well, almost everyone.
Hank Perlman of Hungry Man directed Microsoft’s “Holiday Magic: Lucy & the Reindeer” for m:united/McCann New York.
Credits
Client Microsoft Agency m:united//McCann New York Sean Bryan, Tom Murphy, co-chief creative officers; Shayne Millington, EVP, executive creative director; Michael Aimette, executive creative director; Rick Ardito, Emmie Nostitz, creative directors; Edu Lunardi, sr. art director; Hunter Pinnell, copywriter; Nick Larson, sr. copywriter; David Cliff, director creative technology; Alicia Foor, Hiya Vazirani, creative technologists; Carolyn Johnson, SVP, head of integrated production; Mel Senecal, VP, sr. producer; Nina Roussarie, sr. producer; Joanna Schwab, EVP, global strategy director; Jordan Berger, social strategy director. Production Hungry Man Hank Perlman, director; Kevin Byrne, managing partner/exec producer; Martha E. Davis, producer. Editorial Rock Paper Scissors NY Damion Clayton, editor; Sebastian Zotoff, assistant editor; Eve Kornblum, managing director; Jenny Greenfield, producer. Post/VFX MPC Matthew Loranger, exec producer; Chris Connolly, VFX producer; Tim Crean, VFX supervisor/Flame lead; Julien Aucouturier, Lawrence Merrill, 2D team; Jaswan Prasath, Sathish Chellappan, Shyam Babu, Yasasvini Vagampalli, Muruga T, Vishal Dark, Geetesh Tari, VFX team; Ricky Gausis, James Tillett, sr. colorists; Sasha Pace, producer. Music JSM Music Joel Simon, CCO/co-composer; Jeff Fiorello, exec producer; Becca Riter, co-composer.
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.
