Gustav Johansson, founder of new-land, a production house with bases of operation in Stockholm, Copenhagen and London, directed this “Family Bond” spot for Volvo based on an idea he presented directly to the auto manufacturer.
Starring a five-year-old boy and his mom, the spot is driven by the perspective of the lad as he witnesses and interprets the joys and hectic nature of everyday life in his family. This leads him–and us–to see the value of each moment, the time spent between parents and kids. The youngster’s revelation underscores Volvo’s policy to offer paid parental leave to all its workers so they can make the most of time with their loved ones, particularly their children.
For the spot a “360-degree” set was created where the boy could go anywhere and the crew could follow.
Credits
Client Volvo Andreas Malm, global chief creative officer; Nicolas Peyrau, creative director. Production new-land Gustav Johansson, director; Erik Torell, Sophie Tamm Christensen, exec producers; Moa Looft, producer; Charlotte Hurtig, line producer; Niklas Johansson, FSF, DP; Johanna Borggren, stylist; Rebecca Nilsson, hair & makeup; Simon Wallin, set design. Casting 3rd Space Management Helin Honung. Editorial Cabin Emma Backman, editor. Color Grade WGT Joakim Rissveds, colorist. Audio Apear Edvard Saare, sound. Music Hannes--”When The City Sleeps,” instrumental, Universal Online Studio Fyr, Petter Lindholm Film Lab Focus Film
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.”
To land the relatable... Read More