“Waiting Room” is the latest film iteration of Apple’s ongoing privacy campaign and tackles the often-difficult conversations around health data privacy and how iPhone helps protect data stored in the Health app and in HealthKit.
The film takes place in a waiting room filled with people, as an omniscient narrator comedically shares the patients’ most personal health information with everyone within earshot, demonstrating how much of the health and wellness data that is tracked and shared digitally goes unprotected.
However, our narrator–none other than Jane Lynch–is at a loss upon crossing paths with our hero iPhone user whose health data, protected by Apple, can’t be shared. So naturally, our narrator is stumped and annoyed at finally being thwarted.
Craig Gillespie of MJZ directed “Waiting Room” for TBWA/Media Arts Lab.
CreditsClient Apple Agency TBWAMedia Arts Lab Production MJZ Craig Gillespie, director.
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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