This two-minute online film features Seattle Seahawks cornerback Richard Sherman and his mom, Beverly, along with four charismatic super fans who together embark on an adventure. Beverly and her super fan cohorts do everything in their power, aided by a helicopter, to make sure Super Bowl champion Sherman gets his Chunky soup before the big game.
Created in a campy, tongue-in-cheek style reminiscent of the 1960’s Batman TV series, versions of the film will also air as :30 and :15 TV spots, which will encourage viewers to see the full epic adventure at Chunky.com.
Fatal Farm of production house Gifted Youth directed for Y&R New York.
CreditsClient Campbell’s Chunky Agency Y&R New York Jim Elliott, chief creative officer; James Caporimo, executive creative director; Stephen Hersh, creative director/partner; Eric Glickman, creative director; Letitia Jacobs, executive director of content production; Samantha Bonom, sr. producer. Production Gifted Youth Fatal Farm, director; Ulrik Bentzen Boel, DP; Stephen Mohammed, line producer; Dal Wolf, executivep roducer; Anthony Ficalora, head of production. Editorial Big Sky, NY Chris Franklin, editor; David Madden, Eirinn Disbrow, assistant editors; Cheryl Panek, exec producer; Sarah Van Tassel, producer. Visual Effects Ryan Sears. Post Nice Shoes, NY Chris Ryan, colorist.
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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