“To Move Is To Grow” reflects Zillow’s new, expanded offerings from a search-and-find platform to a full-service real estate partner. It speaks to the full range of emotions that come from the journey of moving, and includes two spots that show how the new Zillow helps movers rent, buy, sell or refinance their home.
This spot, titled “The Journey,” dramatizes the complicated emotions of moving through the eyes and imagination of a child. This piece of work shows a deep understanding of how moving makes us vulnerable, but delivers new possibilities and moves us forward. The story was directed by Martin De Thurah of Epoch Films and features an original score by Radiohead’s Jonny Greenwood.
Scott Vitrone, partner, chief creative officer, FIG, commented: “The campaign brings the home buying and selling process to life with empathy. I sold my home while we were in production–I can honestly say that those emotions are real.”
CreditsClient Zillow Agency FIG Scott Vitrone, partner/creative; Ramon Jimenez, partner/strategy; Oli Beale, Freddie Powell, Ben Grube, Brian Eden, creative directors; Jill Landaker Grunes, head of production; Wes Falik, executive producer; Millie Tunnell, strategist. Production Company Epoch Films Martin de Thurah, director; Mellisa Culligan, managing exec producer; Lasse Frank Johannessen, DP; David Bersanetti, production designer; Stine Moisen, producer. Editorial Rock Paper Scissors Mikkel E.G. Nielsen, editor; Alex Liu, Alex Lora, assistant editors; Lisa Barnable, exec producer. VFX/Color/Finishing Blacksmith Tom Bussell, creative director, VFX supervisor; Charlotte Arnold, founding partner/EP; Ashley Goodwin, producer; Mikey Pehanich, colorist; Ben Kwok, lead compositor; Olivier Varteressian, Tuna Unalan, CG leads; Sam Hencher, VFX supervisor; Andrew Emmerson, Eric Sibley, Iwan Zwarts, Jacob Slutsky, Molly Intersimone, Robert Bruce, Yebin Ahn, compositors; Ohad Bracha, Ruben Fuentes, compositors--CG rigging; Jordi Pallas, Magin Marques, Paul Wei, Sam Crees, compositors--CG rigging & animation; Kushal Das, Rick Walia, CG-FX; Victor Hugo Harmatiuk, CG-concept artist. Music Supervision GEMS Jonny Greenwood, composer. Music Edit/Sound Design/Mix Ballad Adrian Aurelius, mixer; Gregers Maersk, Moeller, 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.”
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