This spot tells us the story of University of Phoenix graduate Carlos Ramirez who persevered, rising from a disadvantaged household to become a nurse at the helm of an intensive care unit.
Peter Thwaites of The Corner Shop directed for agency 180LA, with music and sound design from stimmung.
Client University of Phoenix Music/sound: stimmung, Santa Monica, Calif. Matt Powell, music; Gus Koven, sound designer; Rory Doggett, creative director; Kristina Iwankiw, exec producer. Audio Post: Eleven, Santa Monica Mike Franklin, mixer Agency: 180LA Production: The Corner Shop, Santa Monica, Calif. Peter Thwaites, director
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.
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