SixTwentySix's Matt Shaffar brings Wahl's vision to life

For over a century, Wahl Professional has epitomised excellence in barbering, styling, and grooming tools, leading the industry with innovation and quality. 

In its newly debuted campaign, the brand unveiled its Make it With Wahl platform, a celebration of its global evolution designed to empower the next generation of future makers. The campaign created by agency VML and produced by SixTwentySix was brought to life with the visionary direction of filmmaker Matt Shaffar and co-directed with Danny McNabb.

Director Matt Shaffar, known for his dynamic and emotionally resonant storytelling, has taken Wahl’s message and infused it with a vibrant, cinematic flair. Make it With Wahl transcends a mere slogan; it is a call to action, a tribute to Wahl's legacy of fostering connections and transforming lives through every cut. Shaffar's unique creative approach elevates this campaign, showcasing the profound impact of a barber's touch on individuals and communities worldwide.

"Working on the Make it With Wahl campaign has been an inspiring experience," said Matt Shaffar, director for the SixTwentySix-produced project. "Our goal was to not only capture the technical prowess of Wahl's tools but also to highlight the profound connections and transformative experiences that take place in the barber's chair. Every cut tells a story, and with Wahl, these stories become a powerful celebration of culture, community, and personal growth."

"When my great-grandfather, Leo Wahl, invented the first electric clipper, he could hardly imagine the profound influence and impact that he would later have on the culture and craftsmanship of countless professionals who would go on to forge successful careers, build communities, and foster connections, all with a Wahl tool in hand," said Lance Wahl, Global SVP of Sales & Marketing for Wahl Professional. "Through education and the provision of high-quality products, our family-brand has remained steadfast in our commitment to empowering more professionals to realize their dreams. The possibilities are endless when you 'Make it With Wahl' and this is our open invitation to all professionals, at any stage of their career, to become part of the Wahl family."

Shaffar’s directorial vision is embodied through dynamic camera moves and innovative transitions that breathe life into each scene of the hero spot. Crash zooms inject energy, seamless match cuts transport us across continents, and unique POVs immerse us in the barbering experience. These techniques are not just visual flair; they're integral to drawing viewers deeper into the Wahl narrative, making each cut, fade, and style a pivotal moment of connection.

Each vignette crafted by Shaffar celebrates the unique cultural heritage and personal style of barbers worldwide, reflecting the diverse and universal language of grooming. Whether capturing a first haircut, preparation for a significant life event, or a routine trim sparking an unexpected conversation, every moment serves as a testament to Wahl's role in facilitating connections.

"Our mission is to 'Unlock the power of connection' and showcase the barber's chair as a stage for exciting transformation and deep connection, made possible by Wahl," said Shaffar. "We aimed to create a piece that unveils the soul of the brand through its barbers, highlighting its global reach, showcasing its amazing product assortment, and honoring the pivotal role it plays in the intimate dance between barbers, their clients, and the vibrant communities that fuel their passion for the craft."

The visual style pays homage to Wahl’s historic legacy with a vintage, filmic tone interwoven with modern casting, editing, wardrobe, and camera movements, signaling a celebration of the next generation. Each barbershop stall is meticulously designed to reflect its respective country's essence, offering viewers a passport to the world of barbering. Authentic set designs, custom lighting, and curated tools encapsulate the unique atmospheres of barbershops globally.