The City of Los Angeles launched the “All in for L.A.” campaign to encourage and inspire Angelenos to remain unified, vigilant, and resilient in the response to COVID-19.
“We are not moving beyond COVID-19 — we are learning how to live with it safely, and that takes the unity of purpose that Angelenos are showing in this crisis,” said L.A. Mayor Eric Garcetti. “‘All in for L.A.’ reminds us that this moment demands shared sacrifice — staying inside as much as possible, wearing face coverings when we leave our homes, and keeping our physical distance. That’s how we overcome this challenge together.”
This “All in for L.A.” PSA documents how Angelenos are answering the call to action during the pandemic, and urges residents to continue making difficult but necessary choices. The campaign was made possible with the pro-bono collaboration of the creative agency 72andSunny Los Angeles.
Directed by live action director John X. Carey via Tool of North America, the film highlights how empathy, urgency, and determination will help the city through these difficult times. Using video interviews and GoPro footage, the film reinforces the importance of staying home and features the stories of restaurant workers, a laid-off bartender, a new father, a working mother, a new couple, and a medical professional. Actor Danny Trejo also appears, calling on Angelenos to remain indoors while COVID-19 is still a danger to our health.
“All in for L.A.” will air on local news, and appear on social media platforms and digital billboards across Los Angeles, thanks to donations totaling nearly $1 million. Anyone can get involved on social media by sharing how they are going all in for L.A., using #allinforLA.
CreditsClient The City of Los Angeles Agency 72andSunny Los Angeles Production Tool of North America John X. Carey, director Additional Footage Sutton Raphael, Saam Gabbay Editorial Union Editorial Color MPC VFX/Animation Parliament Audio Lime Studios Music Mophonics
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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