In collaboration with creative agency Fred & Farid Los Angeles, Luxury Stores at Amazon releases its fall brand “Luxury, with a smile” campaign. The fall campaign stars highly fashionable entrepreneurs, tastemakers, and thought-leaders–including Tommy Dorfman, Wisdom Kaye, Devyn Garcia, Irina Shayk, Jamie Xie, and Karen Elson–as they show off their most authentic selves through their luxurious ensembles and playful interactions with each other.
The full campaign, comprising 42 still photos and 14 films, was produced by directors and photographers Cass Bird and Andrew B Myers.
With joyful on-figure photography and films by Bird–including this :30–and product-forward mini sets depicting iconic European cities by Meyers, “Luxury, with a smile” is infused with the diverse personalities and aesthetics of the featured young global creatives.
CreditsClient Luxury Stores at Amazon Agency Fred & Farid Los Angeles Fred & Farid, chief creative officers; Chelsea Steiger, creative director; Eileen Zhao, strategy director; Kiyomi Morrison, Bridget Callahan, art directors; Ciana Alessi, copywriter; Amanda Van Caneghem, executive producer; Veronica Reo, producer. Production North Six Cass Bird, director/photographer; Yael Peres, photographer’s producer; Tyler Kohlhoff, DP; Yoshi Tang, Steadicam; John Fitzgerald, DIT; Emma Chadwick, movement director; Piers Hanmer, set designer; Stella Greenspan, stylist; James Pecis, hair stylist; Romy Soleimani, makeup artist. Postproduction Modern Post William Town, editor; Morgan Escobar, producer; Justin Schroepfer, colorist. Audio Post Lime Studios Sam Casas, mixer. Music Track search by Actual Magic, licensed “Dum Dum De Dip” Written by Judi Placido. Performed by Judi & the Affections.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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