The new AT&T network campaign from BBDO demonstrates real-life situations where just okay is not good enough. It shows how settling for anything less than the best in critical moments can lead to some serious consequences–like in this spot, “Surgeon,” in which the doctor about to operate hardly inspires a patient’s confidence by being “just OK.”
Similarly, you can't settle for a "just OK" wireless network.
Martin Granger of Moxie Pictures directed the package of spots, including “Surgeon.”
CreditsClient AT&T Agency BBDO David Lubars, worldwide chief creative officer; Greg Hahn, chief creative officer, NY; Matt MacDonald, group executive creative director; David Povill, David Cuccinello, executive creative directors; Ben Salas, associate creative director; Steven Nass, sr. copywriter; David Rolfe, director of integrated production; Julie Collins, group executive producer; Angela Narloch, executive producer; Briana Hemphill, jr. producer. Media Agency Hearts & Science Production Moxie Pictures Martin Granger, director; Karol Zeno, exec producer; Heidi Soltesz, line producer; Jodi Fisher, staff production supervisor; Barry Peterson, DP; Ken Averill, production designer; Jane Van Dyke, production manager; Dan Woodstra, production coordinator. Casting Grande/Morris & Ross Lacy Casting Ross Lacy, casting director, L.A.; David Morris, casting director, NY. Editorial Cabin Edit Chan Hatcher, editor; Carr Schilling, exec producer; Liz Lydecker, producer. VFX The Mill Anastasia Von Rahl, exec producer; Andrew Gilson, VFX producer. Graphic Design Brand New School Jackson Rogers, producer. Graphic Design LVLY Bryce Edwards, producer. Color Company 3 Siggy Ferstl, colorist. Music Beacon Street Studios Leslie DiLullo, executive producer/creative director; Andrew Feltenstein, composer. Sound Design & Mix Lime Studios Mark Meyuhas, engineer; Susie Boyajan, 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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