Akin to Seinfeld being billed as the TV show about nothing, this campaign for Orange Maison Protรฉgรฉe–an alarm and remote surveillance system that makes it possible to make your home more secure–also is full of nothing, but with a purpose.
While the remote surveillance sector typically relies heavily on anxiety-provoking images (burglaries, damage, etc.) to encourage people to subscribe, Orange focuses on the serenity provided by Orange Maison Protรฉgรฉe. Created by Paris agency Marcel, the Orange campaign does not say much. Yes, not much, because that’s what will happen at home, during your absence, thanks to the effectiveness of the security system.
Directed by Laura Sicouri via production company DIVISION, these three “nothing” TV films immerse us in three interiors. Through different moments of life captured, we observe that not much happens in the absence of the owners of the place… A hamster playing ninja in its cage, an answering machine taking a message, or a badly hung piece of clothing falling off the clothesline: little things, because these homes are secured with Orange Maison Protรฉgรฉe. Ah, the beauty of nothing.
Client Orange Maison Protรฉgรฉe Agency Marcel, Paris Gaetan du Peloux, Youri Guereassimov, chief creative officers; Xavier Le Boullenger, creative director; Eulalia Bartolomeu, head of digital; Aurel Cablan, Awen Olivry, Mathis Serres-Giardi, copywriters; Mathis Serres-Giardi, Morgane Prottengeier, art directors; Clement Lebon, digital art director; Mathieu Borza, social media creative. Agency Publicis Conseil Fabrice Delacourt, executive creative director. Production DIVISION Laura Sicouri, director; Paloma Pineda, DP; Helene Daubert, producer; Clemence Janesky, set designer; Camille Havard-Bourdon, production manager. Editorial Tianes Montasseur, editor. Postproduction Everest Ludivine Le Briand, post producer. Sound Prodigious Olivier Vehert, sound engineer; Joel Tessonneau, sound producer.
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 brandโs 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 โA New York Minute,โ 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 brandโs own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuriโs jewelry makes an appearance as the best supporting actor.
โWhen 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 โcampaignโ could be,โ said Jacob Jordan, chief brand officer, Mejuri. โGia 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 Mejuriโs values of celebrating women as their truest selves. I canโt wait for us to continue to tell the next chapters of this story.โ
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