Tom Tagholm of Park Pictures directed this spot, “First Day Out” for Co-op supermarkets out of agency Lucky Generals, London.
The ad announces the roll-out of Co-op’s in-store recycling program for soft plastic, plastic bags and product wrapping. Equally though, “First Day Out” speaks to the mood of the U.K., reflecting that while some of us are still a little hesitant to go back into public, there is joy to be found in the little “everyday” things we have all missed–like popping to our local supermarket to do our bit for the environment. In this case, a lone man does his part for recycling, underscoring that no gesture is too small.
CreditsClient Co-op Agency Lucky Generals Kaiya Taffel, producer; Danny Hunt, creative director; Jesse Sharpe O’Hare, Sam Beaumont, creatives. Production Park Pictures Tom Tagholm, director; Stephen Brierley, exec producer, managing director, UK; Fran Thompson,producer; Rachael Donson, production manager; Emily Bowell, production coordinator; Jackson Hunt, DP; Simon Davis, art director. Editorial Stitch Tim Hardy, editor. VFX Black Kite Amy Richardson, VFX producer; Marcus Moffatt, VFX artist; George K, colorist. Music & Sound Rascal Post Lou Cherry, sr. sound 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.”
To land the relatable... Read More