The idea of going on a boat vacation with your father, his new girlfriend and her son can sound intimidating to most of us. However, stepfamilies can actually also turn out to be special and positive, as this new spot for Swedish telecom Tele2 shows.
With emotion and relatable moments, the film follows a couple and their children from previous marriages as they try to find common ground on a sailing trip. After a more than rocky start, they are eventually brought together by time and the wonders of modern technology, making literal use of Tele2’s tagline Unlimited Together.
The spot was created by M&C Saatchi in Stockholm, directed by Martin Werner and produced by Copenhagen-based Bacon.
CreditsClient Tele2 Agency M&C Saatchi Stockholm Linda Elers, creative director/copywriter; Alexander Elers, creative director/art director; Robin Wiman, art director; Anton Haag, Daniel Kopman, final art. Always Frank Mattias Colden, agency producer. Production Company Bacon, Copenhagen Martin Werner, director; Samuel Cantor, exec producer; Kasper Tuxen, DP; Nicholas Perry, production manager. Production Services Juice Films Carmen Amos, exec producer; Karen Kloppers, producer; Kelleigh Wessels, production manager; Mel Jullies, production coordinator; Courtney Savage, jr. production coordinator; Tony Tex, 1st AD; Bernard Akogu, Nyasha Chirambaguwa, Frank Davids, production assistants; Jurgen Painczyk, DIT; Dean Engle, drone pilot; Mary Minty, art director; Faye MacNally, props master; Carol Harding-Goodman, props. Postproduction Peter Brandt, editor. Color Bacon X Hannibal Lang, colorist. VFX Bacon X Sound Design Ballad Adrian Aurelius, sound designer. Music “The Letter” by Brady Daniell-Smith. Sony Music Publishing Viktor Waldas, music supervision.
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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