THE CHALLENGE

DSC's whole brand voice was built on one guy's viral, no-agency founding video. DSC was launching a new razor, but a polished, agency-made spot risked contradicting the exact authenticity that built the brand in the first place.

THE SOLUTION

We didn't fake the authenticity, instead we made Dollar Shave Club a real club. Real customers were flown into a pop-up “ad agency,” filmed through real briefings, product trials, and billboard-copy workshopping. The rawest sessions became a long-form branded documentary, and the funniest genuine lines were cut into the real :15/:30 campaign.

The whole event took place over 3 days and was shot live with over a dozen cameras. I post production, I led a team of editors (including myself) to turn hours upon hours of footage into a completed ad. Though the process we made a 14 minute mini documentary going though every detail of the weekend. That 14 minute video was broken down and remixed dozens of times until we were left with the main 30 second ad and a collection of short form content.

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