Michael Downing of Epoch Films directed this humorous spot which shows how first-time parents handle a situation compared to later when they have a second child.
Naptime takes a whole new meaning the second time around in this ongoing campaign from Saatchi & Saatchi New York.
CreditsClient Procter & Gamble/Luvs Agency Saatchi & Saatchi New York Jay Benjamin, chief creative officer; Mike Pierantozzi, Stephen Leps, executive creative directors; Erin Wendel, Lauren McCrindle, creative directors; Kristen Giuliano, art director; Callum Spencer, copywriter; Greg Hall, executive producer; Courtney Fagan, sr. strategic planner; Mark Rolland, brand agency leader. Production Epoch Films Michael Downing, director; Andre Pienaar, DP; Youree Henley, exec producer; Tina Bianchini, production manager; Nash Cubero, production coordinator. Production (demo) Upstream 360 Neal Morris, director; Jeffrey Ballou, head of production; Cindy Hoard, sr. producer. Production Services Partners’ Film Inc. Gigi Realini, exec producer; Erik Wilson, producer. Editorial Cut+Run, NY Jon Grover, editor; Ellese Jobin, producer.
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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