Creative agency And Company created a 360 campaign for WEBTOON, a digital comics platform with more than 10 million daily readers. Geared towards expanding the Korean brand’s presence in the U.S. market, the campaign is highlighted by this :60 anthem spot, "Find Yours," for theatrical and broadcast, directed by Matt Hoffman via HB Films with visual effects provided by Electric Theatre Collective.
WEBTOON gives comic book fans and artists an intuitive platform to create, publish, and share original comics. Tasked with generating buzz around the service for new and existing users alike, And Company focused the “Find Yours” campaign on WEBTOON’s powerful storytelling tools for creators, while celebrating the diverse, large-scale community it fosters: users can access thousands of stories in any genre from a range of artists–anytime, anywhere, and for free on iOS and Android.
This :60 centerpiece of the campaign captures the premium quality of WEBTOON and the transportive experience it offers. The cinematic piece kicks off with a young woman’s idea on a sketchpad before morphing into a surreal comic book world, as a web of viewers is drawn into her story via the WEBTOON mobile app.
“We wanted to make the anthem spot as aspirational and cinematic as possible in order to express the endless possibilities that the WEBTOON platform offers – whether you’re a creator or comic book fan looking to discover something new,” said And Company creative director Joshua Smith. “We found that what ultimately bonds the WEBTOON community is a shared passion for great stories, so we focused the campaign on that familiar feeling of being immersed in a captivating story–when the world falls away and you’re in this stolen moment, or you’re picking it back up any chance you get.”
And Company cast dancers as the WEBTOON users floating into the comics world, achieved through a combination of in-camera effects and VFX. Hoffman and DP David G. Wilson shot the performers on a green screen with the Bolt camera, which is designed to move at ultra-high speeds. Electric Theatre Collective was brought on to help create the dreamy mind-bending worlds, with road trip-inspired music composed by Beacon Street to underscore the psychedelic journey.
CreditsClient WEBTOON
Agency And Company Joshua Smith, creative director; Richelle Rothermich, producer; Ann Moon, Phillip Schorr, art directors.
Production HB Films Matt Hoffman, director; David G. Wilson, DP; John Beveridge, exec producer; Brad English, producer; Jordan Ferrer, production designer.
VFX/Postproduction Electric Theatre Collective Joshua Guillaume, VFX supervisor; Sabrina Harrison, producer; Andrew Siner, Ujala Saini, 2D assists; Corinne DeOrsay, Greg Gutkin, Josh Matthews, CG artists; Brian Raess, editor; Nick Sanders, colorist; Ale Amato, color assist.
Music/Sound Beacon Street Studios Andrew Feltenstein, John Nau, composers; Leslie DiLullo, exec producer; Rommel Molina, sound designer/mixer; Mike Leone, mix assistant; Kate Vadnais, sr. sound design/mix 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 brandโs 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 โA New York Minute,โ 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 brandโs own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuriโs jewelry makes an appearance as the best supporting actor.
โWhen 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 โcampaignโ could be,โ said Jacob Jordan, chief brand officer, Mejuri. โGia 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 Mejuriโs values of celebrating women as their truest selves. I canโt wait for us to continue to tell the next chapters of this story.โ
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