Joan Creative devised this campaign for confectionery brand Black Forest that introduces us to The People of The Black Forest–a previously unknown civilization, nestled in the verdant green forest, who have built a community around harvesting land fertile with deliciously juicy gummies and fruit flavored snacks. Through the reverence and traditions of the people of The Black Forest, the “So Juicy, Ja!” campaign showcases what makes Black Forest so special–deliciously juicy products made with real ingredients.
Directed by Sam Brown of production house Imperial Woodpecker, this extended spot shows the lengths The People of The Black Forest go to bring their gummies home.
CreditsClient Black Forest Agency Joan Creative Jaime Robinson, chief creative officer; Dave Canning, executive creative director; Michelle Lamont, copywriter; Rose Sacktor, art director; Joyce Lee, executive producer. Production Imperial Woodpecker Sam Brown, director; Michaela Johnson, producer; Doug Halbert, managing director; Simon Duggan, DP; Neville Stevenson, production designer; Barbara Darrah, costume designer; Amanda Piearcey, costume/props maker; Abby Collins, Margaret Petchell, make-up/hair artists. Production Services, New Zealand Cherokee Films. Editorial & Sound Mackenzie Cutler Ian Mackenzie, Mike Leuis, editors; Brandon Isralasky, assistant editor; Gina Pagano, exec producer; Sam Shaffer, sound designer/mixer. VFX/Finishing The Mill Eliana Carranza-Pitcher, exec producer; Bugs Russell, Julia Moore, producers; Mia Lalanne, production coordinator; Ruben Vandebroek, shoot supervisor; Corey Brown, creative director; Taner Besen, 2D lead artist; Brice Linane, 3D lead artist; Antoine Douadi, Manu Gaulot, James Cucahy, Gabriel Kim, Lucia Kim, Dhruv Shankar, Nathan Kane, Dae Yoon Kang, Yongjae Lee, 2D artists; Sandor Toledo, Tim Kim, 3D artists. Color The Mill Adam Scott, colorist; Thatcher Peterson, exec producer; Liza Kerlin, sr. color producer. Music Walker Music Peter Gannon, creative director/partner; Abbey Hendrix, sr. producer; Julianne Wilson, associate producer; Christopher Keyes, engineer.
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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