This short recreates the true story of Thula, a cat whose curiosity opened up the world for Iris Grace, a girl diagnosed with a severe autism spectrum disorder. Through the relationship she developed with Thula, Iris gained new found confidence, began communicating and taking part in new activities including revealing an extraordinary talent for painting.
Titled Iris and Thula, the film is part of a new global “Feed Their Curiosity” campaign created by agency AlmapBBDO in Brazil for Whiskas cat food. The campaign is based on the universal truth that natural, free-spirited curiosity is what makes cats special, so we need to nurture that with healthy food and proper care.
The short is the first in what’s planned as a series of “Curious Cat Chronicles” based on real-life stories of curious cats.
CreditsClient Whiskas Agency AlmapBBDO, Sao Paulo, Brazil Luiz Sanches, general creative director; Bruno Prosperi, executive creative director; Benjamin Yung, Marcelo Nogueira, creative directors; Daniel Chagas Martins, Cesar Herszkowicz, creatives. Production Killers Claudio Borrelli, director; Julia Tavares, exec producer/producer; Ted Abel, DP; Paulo Ribeiro, art director. Editorial Claudio Borrelli, Marcelo Cavalieri. Postproduction Casablanca, Andreia Figueiredo. Audio Satellite Audio Kito Siqueira, Roberto Coelho, producers; Fernando Rojo, Hurso Ambrifi, Mike Vlcek, Thaigo Colli, Henrique Guimarães, Daniel Iasbeck, maestros; Fabian Jorge, Rodrigo Tedesco, Flavio Gondin, audio post.
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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