The winter sports market in China is one of the fastest growing in the world–over $126 billion by the 2022 Beijing Winter Olympics–with a target of over $160 billion by 2025. Ahead of the Winter Olympics, Tmall partnered with Fred & Farid Shanghai for the launch of the Tmall Winter Festival 2022 (the annual major shopping event dedicated to winter sports brands). The creative agency has developed a communication platform (including strategy, creative and in-house production) aimed to introduce winter sports to the Chinese market.
In this spot, we see assorted urban folks being called to the great white snowy wild for outdoors adventures. Alvynn Diagne directed this “Goodbye City, See You On Snow!” film created and produced by Fred & Farid Shanghai.
CreditsClient Tmall, Alibaba Group Agency Fred & Farid Shanghai Fred & Farid, chief creative officers; Feng Huang, executive creative director; Adrien Goris, creative director; Cao Wen, Yucy Wang, copywriters; Billy Liao, art director; Zoy Wang, designer; Charles Renard, Caroline Wei. producers; Karen Ge, Aaron Wang, brand strategists. Production Company Fred & Farid Shanghai Alvynn Diagne, director & editor; Charles Rendard, exec producer; Jason Fu, producer. Music Ker Sound
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