Using the ubiquitous Amazon box as a portal, people delve into the immersive world of Amazon Music in this spot directed by Steve Gee and Essy May of production house/animation studio Blinkink. The piece blends mixed media and musical genres from across the globe. From clay animation to puppetry, and JPOP to Amazon Original Christmas tracks, the film titled “Unbox a World of Music” takes us on a voyage around the world, bringing to life the rich and varied role music plays in our lives.
The spot was conceived by Droga5 London in collaboration with Droga5 Tokyo. Dave Wigglesworth, creative director, Droga5 London, said, “It’s a mad film but not without reason. The mixed animation style was designed to bring to life the plurality of choices you get when diving into the world of Amazon Music. The visual genres flip and switch to complement the songs. Partnering with Stevie Gee and Essy May at Blinkink was a no-brainer. You can see the level of craft and love that went into every single frame.”
CreditsClient Amazon Music Agency Droga5 London David Kolbusz, chief creative officer; Ed Redgrave, Dave Wigglesworth, creative directors; Matt Dunn, Jules Hunt, Chris Russell, Ahmed Ellabib, creatives; Chris Chapman, head of design; Oli East, designer; Mike O’Brien, motion design; Tim Larke, studio director; Oscar Powell, strategist; Peter Montgomery, head of production; Larissa Miola, sr. producer. Agency Droga5 Tokyo Masaya Asai, chief creative officer. Production Company Blinkink Steve Gee, Essy May, directors; Gareth Owen, producer; Matt Day, DP. Animation & Postproduction Blinkink Illustrators Tayfun Pekdemir; Lou Lou Jao; Eva Cremers; Haein Kim; Sam Lyon; Anton Hjertstedt Postproduction Freefolk Paul Harrisson, colorist. Editorial Work Editorial William Barnett, Mark Edinoff, editors. Music Supervision Soho Music Music Search Soho Music Jeremy Stubbings Sound Jungle Ben Leeves
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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