OUIGO’s low-cost train service in France is promoted with a sense of humor in this :45, “Traffic Jam,” created by agency Rosapark and directed by Djawid Hakimyaer of production house Partizan. The piece appears to consist of a succession of extremely slow moments, almost suspended in time.
As the film progresses, viewers quickly realize that the spot itself isn’t slowed down. Rather, the film’s pace is due to the sluggish movements of despondent motorists stuck in an hours-long traffic jam, the kind where time has seemingly stalled.
In the last shot, the OUIGO train passing at 300km/h interrupts the lethargy, with the tagline: “Paris–Lyon in 2 hours from 16€, don’t miss it.”
The film is currently running on social media (Facebook, Instagram, YouTube).
CreditsClient OUIGO Agency Rosapark, Paris Gilles Fichteberg, Jean-François Sacco, executive creative directors; Julien Saurin, Nicolas Gadesaude, creative directors; Sebastien Mertens and William Verdel, copywriters/art directors; Cassandre Geron, social media strategist; Elodie Jonquille, head of TV production. Production Partizan Djawid Hakimyaer, director; Simon Drescher, DP; Stan Bertin, production; Maxime Gallet, director of production. Postproduction Royal Post & BUF. Sound Production Schmooze.
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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