The Big Machine Music City Grand Prix returned to the streets of Nashville in the only IndyCar race that roars over water and a bridge, while blending the biggest names in racing and music in a three-day festival-style event.
This year, ad agency partner Two by Four and strategic partner New Heartland Group, debuted a multi-channel creative campaign which brings the name of the event to life as music merges with racing. Highlights include this dramatic broadcast spot–shot in black and white–featuring the sounds of an IndyCar played on a guitar.
Two by Four’s creative approach focused on the blending of great music and great racing–akin to what the event offers. Of course, the event offers a racing lineup–IndyCars, truck racing, night racing, GT racing, antique car racing. But it also boasts 20+ artists from many different musical genres, on three stages, all this past weekend. The brand broadcast spot accentuates the event name by blending music and racing as guitarists play the sound of an IndyCar shifting through gears, accompanied by a custom music track. With no spoken words, the concept is a blend of both the car racing and music entertainment genres.
Jonathan Singer directed the spot via production company Dear Jon.
CreditsClient Big Machine Music City Grand Prix Agency Two by Four David Stevenson, creative director/copywriter/art director/corporate identity designer; Bill Lindsey, copywriter; Adam Von Ohlen, art director; Annie Tsikretsis, Amanda Dunal, producers; Melissa Urbanec, web designer. Production Company Dear Jon Jonathan Singer, director/exec producer. Editorial Dear Jon Lucy Radtke, editor; Jonathan Sugar, producer. Audio Record, Sound Design & Mix Noise Floor Bryen Hensley
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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