Amazon’s Audible, creator and provider of premium audio storytelling, has launched its first-ever global brand marketing platform, setting a consistent voice for all marketplaces and customer, creator and employee touchpoints. Rolling out across multiple markets over the course of the next few months, Audible’s brand platform campaign comes from creative agency Fold7 which has worked with the client in the U.K. for the last eight years and appointed to a global role spanning TV, digital, social, radio and OOH following a competitive pitch.
Running across the U.S., U.K., Australia, Brazil, Canada, France, Germany, Italy, India, Spain, the new work uses rich and immersive visual and linguistic devices to emphasize the magic in the meeting point between the wonder of our imaginations and the mundanity of the everyday. Guided by the tagline “There’s more to imagine when you listen,” the brand executions explore how listening to Audible immerses us all in extraordinary worlds, changing our mood, perceptions, views–all while engaging in routine daily activities.
Key in the campaign are a pair of spots directed by Antoine Bardou-Jacquet of production house Partizan, including this one titled “Soaking Detective.”
“Soaking Detective” focuses on Audible’s true crime collection and follows a team of detectives solving a crime when water bursts through the ceiling. The office is flooding inexplicably, with confusion reigning supreme–until, the water engulfs the scene and we see a woman listening to Audible detective fiction while soaking in a bath. The voiceover says: “There’s more to imagine when you listen.” During production of the film, the team physically flooded the set with tons of water in order to get the perfect shot.
CreditsClient Amazon Audible Agency Fold7 Dave Billing, executive creative director; Lucy Aston, writer/creative director; Dan Burkitt, Philippa Baines, creatives; Alex Gill, design director; Sam Turner-Cox, sr. designer; Shnar Songprasert, creative artworker; Ben Gibbons, lead motion designer; Emily Hendrey, sr. producer, film; Yelena Gaufman, strategy. Production Company Partizan Antoine Bardou-Jacquet, director; Jenny Beckett, managing director/exec producer; Ella More O’Ferrall, head of production; David Stewart, producer; Charlie Scannell, production manager; Christophe Beaucarne, DP; Alexandre Vivet, production designer; Thor Taweepasas, art director (Thailand); Olivier Coulhon, 1st AD; Livt Pokinlarpat, 1st AD (Thailand); Rogier Samuels, lead make-up/hair/prosthetic designer (Netherlands; Q Kunratchol, prosthetics designer (Thailand); Verity Hawkes, lead costume designer (U.K.); Bua Wannaklai, costume designer (Thailand); Anniemiek Bohnenn, hair & make-up. Casting Kate and Lou Casting, casting director (U.K.); Livt Pokinlarpat, casting director (Thailand). Production Service Company TA Prod Christophe Guyot, service production company exec producer; Air Charoenrat, service production company producer. Editorial Manuel Coutant, editor. VFX Electric Theatre Collective Ed Shires, head of CG, VFX supervisor; Iain Murray, head of 2D, VFX supervisor; Antonia Vlasto, exec producer; Luke Rzewnicki, sr. producer; Soledad Martin, Alex Kulikov, 2D leads, VFX supervisors; Luke Morrison, colorist. Audio 750 mph Sam Ashwell, engineer. Music Twenty Below Music
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 brandโs 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 โA New York Minute,โ 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 brandโs own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuriโs jewelry makes an appearance as the best supporting actor.
โWhen 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 โcampaignโ could be,โ said Jacob Jordan, chief brand officer, Mejuri. โGia 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 Mejuriโs values of celebrating women as their truest selves. I canโt wait for us to continue to tell the next chapters of this story.โ
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