Director Joshua Cox and his colleagues at Bent Design Lab, a brand that emerged out of Portland, Ore.-based studio Bent Image Lab, crafted three metaphorical animated online spots for Cramer-Krasselt and freight and logistics solutions provider, ArcBest, for a campaign that spans the web and conventional print media.
In this :15 commercial titled “Clouds,” a semi-truck is seen towing a cumulus in the desert, underscoring that ArcBest has a hand in making unimaginable deliveries every day.
Animator/VFX artist Patrick Coan shared, “We created the cloud and truck scenario by using a voxel-based fluid dynamics system. The challenge in the cloud was depicting a turbulent and ever-evolving ball of gas that moved at a rapid ground speed and didn’t evaporate under its own velocity; all while adhering to close art direction to produce a resolution appropriate for screen and print.”
CreditsClient ArcBest Agency Cramer-Krasselt Production Bent Image Lab, Portland, Ore. Joshua Cox, director; Anthony Greene, exec producer; Bri Vitale, producer; Gabi Villasenor, assistant producer. Production Bent Design Lab, Portland, Ore. Joshua Cox, director; Stef Kofman, technical director/VFX artist; Dorn Roberts, animation; Patrick Coan, animation/VFX artist; Sarah Deflaminis, animation/3D models & textures; Cameron Carson, compositor; Elenz Harzewski, roto. (Toolbox: 3ds Max, Vray, Fume FX, Nuke)
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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