Property and casualty insurance company Travelers has released its first brand campaign since 2015. The four-part ad series tells stories that tug at the heartstrings and remind us about the importance and value of insurance: to protect the things you love and the lives you’ve built around them.
TBWAChiatDay New York tapped Lance Acord of Park Pictures to direct the new campaign which features stories of children growing up, parents growing old and relationships wavering and strengthening along the way—as told through the lens of their love and resilience through life’s unexpected hardships, under the care and protection of Travelers.
In this spot, “Footsteps,” we meet a daughter who sits sketching at the counter of her father’s cafe. The dad reprimands her for drawing pictures when she could be helping with customers. We watch her grow up, the years unfolding through scenes of her exploring her passion, and her father not understanding–until the fire. Fast-forward to her father finding her portfolio of artwork which survived the flames. He now realizes how talented his daughter is.
CreditsClient Travelers Agency TBWAChiatDay, New York Chris Beresford-Hill, chief creative officer; Walter Connelly, executive creative director; Ashley Veltre, associate creative director/art director; Holden Rasche, associate creative director/copywriter; John Doris, head of integrated production; Chris Klein, executive producer; Sean Riojas, associate producer. Production Park Pictures Lance Acord, director/DP; Jackie Kelman Bisbee, Justin Pollock, Caroline Kousidonis, exec producers; Anne Bobroff, head of production. Editorial Exile Kirk Baxter, editor; Zaldy Lopez, assistant editor; Sasha Hirschfeld, exec producer; Evyn Bruce, head of production; Vietan Nguyen, post producer. Sound Design/Audio Mix Wave Studios Chris Afzal, sound designer/mixer; Vicky Ferraro, exec producer. Color MPC Mark Gethin, colorist; Meghan Lang, exec producer; Susan Harris, Damian Winterbottom, producers. VFX MPC Alvin Cruz, creative director; Camila De Biaggi, exec producer; Elissa Norman, Anna Kravtsov, producers; Rob Walker, lead Flame; Bilali Mack, Lawrence Merrill, Tamir Sapir, Tom McCullough, Thiago Porto, Flame artist; Mazyar Sharifian, Renato Carone, Nuke artists; Daniel Bayona, Sachin Dhapudkar, digital matte painting; Dan Fine, Lucy Choi, Francisco Fraga, Jemmy Molero, CG artists; Abhinav Sharda, line producer; Katherine Miccio, production coordinator.
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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