Bryan Buckley directed this Gatorade campaign from TBWAChiatDay which departs from the action-packed sports norm to underscore the importance of “Recover Time.” In this anthem spot, we see MLB star Bryce Harper napping, NBA player Paul George playing a video game, and NFL quarterback Cam Newton kicking back as they enjoy precious “recover” time, rejuvenating their minds and bodies so that they can perform at an optimum level come game time.
This “inaction” campaign unfolds to the tune of a docile version of the classic stadium rock song “We Are The Champions.” The high-energy tune is also in a “recovery” mode, sounding more like a mix of lullaby and elevator music.
CreditsClient Gatorade Agency TBWAChiatDay Stephen Butler, chief creative officer; Brent Anderson, executive creative director; Renato Fernandez, worldwide creative director; Mark Peters, creative director; Ben Tolbert, Pierce Thiot, sr. art directors; Chris Juhas, Kathleen Swanson, Scott Cleveland, sr. copywriters; Guia Iacomin, Garrison Askew, executive producers. Production Hungry Man Bryan Buckley, director; Dan Duffy, managing director; Mini Jarjoura, exec producer; Craig Repass, producer. Editorial Cut+Run Jay Nelson, editor; Carr Schilling, exec producer; Amburr Farls, head of production. VFX The Mill Enca Kaul, exec producer; Ben Sposato, VFX producer; Jackson Rogers, coordinator; Bill Higgins, 2D lead artist; Chris Hunsberger, 2D artist; Bora Jurisic, 3D lead artist; Cory Cosper, Chris Goodrich, Ziye Lui, Sharlene Lin, Blake Sullivan, Steven Olsen, Jason Jansky, 3D artists; Greg Park, Cloare Carrellas, design; Adam Scott, colorist; Diane Valera, color producer. Music Beacon Street Studios Song: “We Are The Champions” Audio Lime Studios Loren Silber, mixer; Mark Nieto, assistant mixer; Susie Boyajan, exec 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 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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