The centerpiece of the new lululemon activewear “FEEL” campaign from Droga5 NY is this two-minute film, “Being well is a journey,” directed by Daniel Wolfe via production house Love Song.
The anthem film–set to excerpts from Oscar Wilde’s “The Selfish Giant”–follows one person’s journey through a cycle of punishing, unsustainable and closed-off behaviors, before opening up–emotionally and physically–to a new world of sustainable practice, community, and joy. The soundtrack was composed by two-time Oscar winner, Atticus Ross via Barking Owl, with Dan Flosdorf serving as sound designer and mixer.
CreditsClient lululemon Agency Droga5 NY Tim Gordon, Felix Richter, co-chief creative officers; Alexander Nowak, global head of art; Thom Glover, group creative director; Marybeth Ledesma, creative director; Ted Meyer, sr. copywriter; Jason Gold, sr. art director; Gabe Santana, copywriter; Germany Lancaster, art director; Nate Scott, executive design director; Sunny Lee, sr. designer; Kenisha Rullan, designer; Mike Hasinoff, executive producer, film; Martin Couch, sr. producer, film; Mike Ladman, sr. music supervisor; Cecilia Diaz, group strategy director; Sarah Khan, brand strategist; Ben Nilsen, group communications strategy director; Cherish Lee, sr. communications strategist; Christina Fieni, group data strategy director; Joy McKenzie, data strategy director. Production Company Love Song Daniel Wolfe, director; Deepa Keshvala, DP; Emily Skinner, Kelly Bayett, exec producers; Julie Sawyer, producer. Editorial ZED Dominic Leung, editor; Rob Daglish, assistant editor. Color Framestore London Simon Bourne, colorist; Chris Anthony, sr. color producer. Postproduction The Mill Dan Williams, executive creative director; Chris Allen, Clare Melia, exec producers; Mia Saunders, producer; Chee Yen Wang, production assistant; Dan Adams, 2D lead; Beck Selmes, 3D lead. Music/Sound Barking Owl, Los Angeles Dan Flosdorf, sound designer; Atticus Ross, composer; Kelly Bayett, creative director; Ashley Benton, exec producer. Audio Post Barking Owl, Los Angeles Dan Flosdorf, mixer
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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