TBWAChiatDay LA conceived of this Supercuts campaign starring actor Michael Kelly (a three-time Emmy nominee for House of Cards) as he promotes a greater appreciation of hair. Being follically challenged, Kelly has a deep appreciation which is in sharp contrast to the full-head-of-hair folks who surround him in everyday life.
Included in the mix of campaign work directed by David Shane of production house O Positive is this anthem spot in which Kelly seems to be the only one who doesn’t take hair for granted. In that spirit, he cites Supercuts for taking better care of hair than most people do.
“This campaign allowed our agency to do what we love most: Identify the soul and voice of a brand that differentiates its business within its category,” said Renato Fernandez, CCO, TBWAChiatDay L.A. “What we found in Supercuts was a playful, fun tonality that enabled us to bring humor to the concept of not taking your hair, or the value that Supercuts offers for granted, while still having a bit of fun connecting with the next generation of men who may face this reality one day.”
CreditsClient Supercuts Agency TBWAChiatDay, Los Angeles Renato Fernandez, chief creative officer; Jason Karley, group creative director; Cyrus Coulter, creative director/art director; Josh Dimarcantonio, creative director/copywriter; Andrew Livingston, sr. art director; Simon Bruyn, sr. copywriter; Guia Iacomin, director of content production; Alicia Portner, producer. Production Company O Positive David Shane, director; Ralph Laucella, Marc Grill, exec producers; Jason Reda, producer; Stuart Dryburgh, DP. Production Service Company, The Lift, Mexico City Editorial Arcade Geoff Hounsell, editor; Ryan Andrus, assistant; Damian Stevens, managing partner; Crissy DeSimone, exec producer; Alexa Atkin, producer. VFX Jamm Patrick Munoz, VFX supervisor/lead Flame artist; Brian Hajek, Flame artist; Ashley Greyson, producer; Asher Edwards, exec producer. Color The Mill Adam Scott, colorist. Audio Post Lime Studios Joel Waters, mixer. Music Walker Music Sara Matarazzo, Stephanie Pigott, exec producers; Danielle Soury, 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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