To introduce Gears of War 4, available on Oct. 11, twofifteenmccann’s new online and social campaign, “Never fight Alone,” which broke today (9/15), builds on last year’s Gears Ink campaign. And just as Gears of War 4 is a game about brotherhood and camaraderie, the new work focuses on the stories of some of the game’s most dedicated fans, exploring their passion for the game and their loyalty to one another as they get tattoos of Gears iconography.
Co-directing and editing this short profiling Game of War 4 fans were Shadd Williams and Michael Duffy of Duffy Williams.
Credits
Client Xbox/Gears of War 4 Agency twofifteenmccann Scott Duchon, chief creative officer; Neil Bruce, creative director; Ryan Carver, art director; Latasha Ewell, copywriter; Alex Spahr, director of integrated production; Kacey Hart, sr. producer; Brandon Chen, producer; Gabrielle Tenaglia, director of strategy; Brian Wakabayashi, strategy director; Daniele Dominguez, strategist. Production Duffy Williams Shadd Williams, co-director/producer; Michael Duffy, co-director/DP; Lea Dunn, production coordinator. Editorial Duffy Williams Michael Duffy, Shadd Williams, editors. Finishing Ntropic Emily Avoujageli, sr. producer; Kevin Miler, color producer; Yvonne Pon, associate producer; Matt Tremaglio, lead Flame artist; Steve Zourntos, Flame artist; Sharif Nakhleh, editor; Nick Sanders, colorist; Gillen Burch, VFX assistant. Mixing/Sound Design One Union Recording Eben Carr, mixing. Music Alex Sargent, 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.
