This summer, DFS is celebrating 50 years of bringing the joy of comfort to the nation thanks to its high-quality, handcrafted sofas.
A new campaign by London agency krow highlights the fact that comfort is as important to DFS as it’s always been, because a sofa is more than just a piece of furniture – it’s a place where home life happens.
Aardman Animations’ new TV brand film, “Proud Journey,” follows the different stages of a sofa’s journey. It’s an upbeat story showing a sofa from design through to production and on to testing, before finally being delivered to a customer’s home.
The spot ends with everyone enjoying their sofas – where bouncing, cooing and cuddling are made possible thanks to DFS’ attention to detail on every single sofa it produces.
Darryl George, creative director at krow, said, “We’re helping DFS celebrate 50 years of craft and customer service with a campaign that has their colleagues and customers at the heart of it. Once again, we’ve worked with Aardman animations to bring the brand’s story to life in the most charming way possible.”
CreditsClient DFS Agency krow, London Jon Mitchell, Darryl George, creative directors; Emma Rookledge, producer. Production/Animation Aardman Animations, Bristol, U.K. Magda Osinska, director; Steve Harding-Hill, creative director; Steph Owen, Nick Miller, producers; Mindell Bowen, production mgr; Tom Fox, designer & storyboard artist; Georgina Ellison, Jack Slade, modelmakers; Roxannah Linklater, rigger; Darren Thomson, Adam Watts, animators; Jon Biggins, compositor & colorist; Fernando Lechuga, Vlad Iliescu, compositors; Dan Pask, editor. (Toolbox: Dragon, Nuke, Resolve)
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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