Picture Show Films’ “Real Guys, Real Grooming” campaign for Wahl internationally-sold line of men’s facial trimmers and clippers rolls into its second month of airing on sports and other shows geared to men, and internet outlets.
Produced for HY Connect, Milwaukee and the creation of CD Mark Catterson, the campaign consists of two 30s and 11 longer-form web pieces playing on Wahl’s social media campaigns and website. Picture Show partners Jamie Fleischel directed and Matt Leonard edited and Brian Gailey and Katie Prentiss produced.
The “Real Guys, Real Grooming” theme conveys that active men, clean shaven or with facial hair, can always appear neat well-groomed wherever their occupations with the convenience of their Wahl home grooming products.
One spot centers on youthful brewers sporting a stylish variety of beards, who work at Against the Grain brewery in Louisville and demonstrate how Wahl facial trimmers easily maintain their special looks.
The second spot focuses on clean-shaven rodeo riders and workers in Steamboat, Colo., who constantly travel and keep their hair neat and groomed by using Wahl hair clippers on the road.
Aired during the baseball season was a spot featuring the Clinton LumberKings baseball team of Clinton, Iowa.
John Cummings was DP and Corey Lillard cameraman on all the videos. They were shot in July and August and the spots started airing on broadcast in November.
Four 3-minute documentary-style videos run on YouTube and the six other pieces are on Wahl’s website and other social media outlets.
Picture Show, founded in 2001, is a family owned company, “in the truest sense,” says Fleischel, whose brother-in-laws are Mat Leonard, his partner, and producer Brendon Leonard. They started out under the tutelage of Matt and Brendon’s father, Mike Leonard, an NBC “today Show” reporter for 30 years who is still putting his unique storytelling before the cameras.
Besides Wahl, their clients for whom they produce, edit and create original online content include the Onion’s A.V. Club’s pop culture series, Honda, Allstate, Weber Grills, CWD, National Public Radio and the Museum of Science & Industry.
The company is located in a 3,200-sq. ft. facility in the West Loop, where they have four edit suites, a recording booth and audio mixing.