Laerke Herthoni created and directed this spot for the Volvo XC40 Recharge, heralding the electric vehicle in a nuanced way via the interaction between an adult (played by lauded Swedish actor Rolf Lassgård, an Oscar nominee for A Man Called Ove) and a precocious child (Chloe Concha).
Titled “The Future Is Electric,” the piece was produced by new-land, a production house with offices in Stockholm, Copenhagen and London. Driving the story in part is Ethel Merman’s rendition of the Irving Berlin song “Anything You Can Do.”
Herthoni said of the spot, “We wanted to craft an intimate and charming little story about the difference between the past and the future. Our idea was to focus on the two generations different relationship to technology and portray that in a fun way. While working on this I pictured my own dad and daughter on a day by themselves and I hope that everyone that sees this recognize parts of their own life in this too.”
CreditsClient Volvo Andreas Malm, executive creative director/head of global brand and marketing; Mike Johnstone, head of central marketing and brand; Oskar Johannson, creative director; Louise Ahlstrom, task force lead; Imari McDermott, art buyer; Lindsay Moye, producer. Creative/Production new-land Laerke Herthoni, director & creative; Mattias Rudh, DP; Sophie Tamm Christensen, exec producer; Petra Johansson, producer. Editorial WGT Fredrik Akerstrom, editor. Postproduction TINT Oscar Larsson, colorist; Evelina Astrom, online artist. Sound Design Ballad Music Supervision Jenny Ring, music supervisor. Music “Anything You Can Do,” music written by Irving Berlin. Performed by Ethel Merman, Ray Middleton (Annie Get Your Gun, Broadway cast); By Universal Music Publishing: Rebecca Edwards. Performers Rolf Lassgård, Chloe Concha
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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