This trailer is for Translators, a documentary short focused on the lives of three immigrant, bilingual children who are the only ones in their otherwise non-English speaking families who can translate everything from grocery shopping to financial, health and government documents. Translators screens this week at the Tribeca Festival on the heels of its world premiere at the Los Angeles Latino International Film Festival. Conceived and produced by McCann Worldgroup and directed by Rudy Valdez of Park Pictures, the film highlights a key cultural and generational issue among the Hispanic community and serves as an organic extension of the bank’s mission of powering human potential and making banking accessible to all.
When U.S. Bank launched Asistente Inteligente, the first Spanish language virtual assistant to be offered by a U.S. financial institution, it highlighted how much of a language barrier existed for Hispanic Americans. It also revealed an interesting way many families navigated around this obstacle–by relying on their youngest who are bilingual to translate important, everyday communications, including banking documents. In fact, while just 23% of first-generation immigrants from Spanish-speaking countries speak English proficiently, 94% of their grandchildren do, a unique fact of life for Hispanic Americans that was little known beyond the community1.
This insight revealed an opportunity to tell this untold story with an emotional, first-person look at the experiences of these young translators.
Translators was produced by Park Pictures in partnership with U.S. Bank.
CreditsClient U.S. Bank Agency McCann Worldgroup Erin Wendel, Lauren McCrindle, EVPs, executive creative directors; Christian Beckett, Jon Vall, creative directors; Erika Casales, art director; LeAndra Langhorne, copywriter; Anne Feighan, EVP, executive strategy director; Aaron Koven, chief production officer; Eric Shober, executive producer; Stacy Flaum, SVP, executive integrated producer; Eric Alba, innovation producer; Elias Weinstock, EVP, chief creative officer, Casanova McCann; Carlos Tornell, VP, creative director, Casanova McCann; Tessy Heyser, sr. art director, Casanova McCann; Sofia Zermoglio, sr. copywriter, Casanova McCann. Production Park Pictures Rudy Valdez, director/DP; Jackie Kelman Bisbee, Justin Pollock, exec producers; Andrea Cordoba, Meghan Schale, producers; Dan Gozzi, supervising producer. Editorial Cabin Alvaro del Val, editor; Grace Hammerstein, producer. Music Orbital music and sound DeAndre James Allen-Toole
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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