A boy perched on his bicycle becomes fascinated with a Mercedes-Benz which is new to the neighborhood. He waits to watch it pull into the driveway of a home, receiving a nod of acknowledgment from the E Class Wagon’s driver. Later, the boy is then joined by other kids on bikes who patiently await to see the automobile again make its way to the house’s driveway. It turns out they are enamored with the vehicle’s technical innovation–which is finally revealed to us when its owner commands the now driverless, parked car to back into the garage.
This story of a machine eliciting fanciful admiration from youngsters goes beyond your standard product demo. At the same time we see the auto parking pilot capability, one of the Mercedes Me services. A creative team at BBDO Paris conceived of this narrative shrouded in good-humored mystery.
Titled The Encounter, this short was directed by Matthieu Mantovani of production house Mile Inn.
CreditsClient Mercedes-Benz Agency BBDO Paris Matthieu Elkaim, executive creative director; Julie Benmoussa, executive creative director (Proximity); Clement Dantzer, Benoit Lagalle, creatives; Julien Sanson, manager, production department; Paul Johanet, Charlotte Montrichard, group managers; Sandra Sancho, project manager; Loic Mercier, VP strategy; Nicolas Orsoni, VP, strategic planning. Production Mile Inn Matthieu Mantovani, director Postproduction Martine Ferey, post producer. Editorial Damien Dupoux, editor.
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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