An impromptu celebration breaks out in a diner but soon we realize that we’re witnessing the festivities–including the deployment of confetti-firing canons–in reverse. The good times are depicted in this spot titled “Change It Up” for Denizen from Levi’s.
Created by San Francisco ad agency Heat, the lifestyle commercial was directed by Tristan Holmes via production house Doomsday and lensed by DP Jackson Hunt. Helping to drive the reverse action were a musical score and sound design from Yessian Music, Los Angeles.
Credits
Music/Sound:Yessian Music, Los Angeles; Andy Grush, creative director; David Gold, exec producer; Katie Overcash, producer; Jeff Dittenber, sound design; Michael Yessian, head of production; Brian Yessian, chief creative officer Audio Post: One Union Recording, San Francisco; Joaby Deal, sr. engineer; Vickie Sornslip, exec producer Agency: Heat, San Francisco Production: Doomsday, Los Angeles; Tristan Holmes, 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.
