Michael Haussman via HSI and Person Films directed a campaign, including this anthem spot for malware protection company Norton out of agency Grey, San Francisco. Inspiring poetic language plays alongside people who dare to boldly go through life with a sense of passion and adventure. They can pursue knowledge, communication and connecting with others online as well, secure in the knowledge that Norton has their security intact.
Haussman’s use of documentary-style filmmaking and hand-held camerawork imparts an authentic feel to the work, while black and white photography adds a majestic feel–the only color used being Norton’s trademark yellow insignia.
Credits
Client Norton Agency Grey, San Francisco Curt Detweiler, chief creative officer; Ari Halper, Stephen Krauss, Michael Buss, creative directors; Mark Chila, art director; Julie Costanzo, producer. Production HSI and Person Films Michael Haussman, director; Rebecca Skinner, executive producer/managing director (HSI); Cecile Leroy, executive producer (Person Films); Linda Masse, producer; Fabiomassimo Dell’Orco, line producer; Paolo Caimi, DP. Editorial Union Marco Perez, editor. Music/Sound Design Mophonics Adam Harriman, Stephan Altman.
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.
