Titled “The Truth Is Hard to Find–Mark Mazzetti,” this :30 from Droga5 NY tells the story of the dedication of the New York Times’ Washington, DC bureau in investigating stories and uncovering information.
As we hear an interview with Mark Mazzetti, the Washington Investigations editor for the New York Times, we see a series of real redacted government documents from a span of many years. It’s a stark representation of how hard it is to find the truth amid a growing culture of secrecy in government. And how that makes the job of investigative journalists to bring this information to light even more vital. The idea of the ad was to take authentic, redacted, declassified government documents — made available to the public through The Freedom of Information Act — and use them to demonstrate how hard it is to uncover information in the face of government secrecy.
CreditsClient The New York Times Agency Droga5 NY David Droga, creative chairman; Ted Royer, chief creative officer; Tim Gordon, executive creative director; Brian Eden, associate creative director/copywriter; Ben Grube, associate creative director/art director; Mitchell Quesada, jr. copywriter; Fatima Jafri, jr. art director; Sally Ann Dale, chief content creation officer; Jesse Brihn, Bryan Litman, co-directors of film production; Kylie Loeffler, associate producer, film; Jonny Bauer, global chief strategy officer; Harry Roman, co-head of strategy; Tom Gibby, strategy director. Editorial D5 Studios Matt Badger, sr. editor; CJ Trahan, post producer; Brielle Mordant, associate post producer. Postproduction The Mill Mel Wickham, exec producer; Colin Blaney, sr. producer; Luis Martin, producer; Michael Brown, production coordinator; Ilia Mokhtareizadeh, lead compositor; Brandon Danowski, compositor. Audio Post Sonic Union Michael Marinelli, Fernando Ascani, mixers; Pat Sullivan, audio post producer. Sound Design Barking Owl Morgan Johnson, sound designer; Kelly Bayett, creative director/exec producer; Ashley Benton, 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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