Still abiding by stay-at-home guidelines, many Americans are looking for excuses to get outside and stretch their legs–among the most popular being taking the dog for a walk.
In this comedy spot for the Nutro brand of Mars Petcare pet foods, we see one dog being walked numerous times by multiple household members. However, the canine’s desire to take a walk slowly diminishes with repetition. All the more reason to feed our dogs NUTRO for the nutrition needed to keep their energy up for yet another walk around the neighborhood.
The commercial–titled “Who Wants a Walk?”–was created by BBDO New York which embarked on a unique challenge to produce the spot during shelter in place orders in Manhattan Beach, Calif. BBDO partnered with O Positive and director Jun Diaz. In order to bring the spot to life, the team had to find a talented DP who could safely shoot the work from his/her own home, which needed to come fully equipped with a family, a dog, and a grassy neighborhood to walk through. Colin Watkinson, ASC, BSC fit the bill perfectly and was able to film the commercial in his own home using his family as both talent and lighting/camera crew, and featuring their adorable cockapoo–Tucker–as the star. The production was mostly virtual to abide by social distancing guidelines with Diaz directing, and later editing, remotely from Los Angeles. The creative was produced in two weeks’ time from concept to post/edit with a minimal crew.
CreditsClient Mars Petcare/Nutro Agency BBDO New York David Lubars, chief creative officer, worldwide; Peter Kain, Gianfranco Arena, executive creative directors; Lance Vining, Gary Toit, creative directors; David Rolfe, EVP, director of integrated production; Amy Wertheimer, group executive producer; Julia Millison, music producer. Production & Editorial O Positive Jun Diaz, director and editor; Ralph Laucella, Marc Grill, exec producers; Devon Clark, producer; Colin Watkinson, ASC, BSC DP; Ken Licata, 1st AD.
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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