BBDO New York commissioned The Institute’s director, Ben Briand, to bring
“The Brotherhood of Shaving” series to life. The Institute’s ability to develop engaging and entertaining multi-media content combined with the overwhelming reach of Briand's previous short films, Apricot and Some Static Started, propelled the agency to get the team onboard for their client, The Art Of Shaving.
Based out of New York, the client's aesthetic is a throwback to the 1950's and 60's when a straight razor was commonplace. The result is three wry and amusing short films that evoke the charm and style of remerging masculinity. The three films in “The Brotherhood of Shaving” series include: “The Reformed Troglodyte” – a statement on new beginnings, “The Gentlemen Shaver”- a comedic twist on the morning routine, and the “Ambassador of Smooth” – a James Bond-esque wink at everyday moments.
Working with wardrobe designer Amy Westcott (Black Swan, The Wrestler) and cinematographer Eigil Bryld (In Bruges, Barry Levinson's You Don't Know Jack starring Al Pacino) Briand applied his distinct aesthetic whilst evoking the signatures of black and white cinema. "We looked at restrained elements of Godard, physical comedy by W.C. Fields and everything in between. But, at the end of the day my crew and I wanted to create something that was also somewhat modern in the way it felt."
For commercial projects Ben is represented exclusively by The Institute in North America.
Director - Ben Briand
Executive Producer - Scott Gardenhour
Production Company – The Institute
Producer - Kati Haberstock
DOP - Eigil Bryld
Production Design - Kiki Giet
Wardrobe - Amy Westcott
Editor - Michael Saia @ Jump NYC
Agency: BBDO NYC
Client: The Art of Shaving