World War Seven’s (WW7) Lizzy Born directed this spot for Maybelline’s Instant Eraser Treatment Makeup starring the brand’s new spokesperson, Mindy Kaling. Titled “Ma’am,” the wryly comedic commercial from agency Gotham NY puts a fresh perspective on a common aging stereotype: being called ma’am by someone younger–and the complex feelings that arise alongside it. Kaling’s famously quick wit takes center stage as she reacts with a well-structured response that organically weaves in her outlook on aging with her signature comedic charm.
“Ma’am” pairs Born’s comedic chops with her keen eye for style and beauty. “Working with Mindy was a career highlight,” said Born. “Her comedic writing and performances are so influential and singular; it was an honor to collaborate with her. With this Maybelline spot, we wanted to elevate traditional beauty advertising with a comedic perspective. The aim was for Mindy to confront the concept of aging beauty in a way that felt fresh and true to her.”
CreditsClient Maybelline Agency Gotham NY Jen Pugliese, head of production; Andrew Tutko, executive creative director; Lindsey Speirs, creative director. Production World War Seven (WW7) Lizzy Born, director; Sloane Skala, Josh Ferrazzano, exec producers; Jonathan Dawes, producer; Dannikke Walkker, production manager; Timothy Munoz, 1st AD; Ismail Shallis, DP; Molly Dickson, stylist; Eva Kim, make-up.
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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