This new integrated campaign out of creative agency Chemistry, “Insuring the Spirit of West Indies Cricket,” is from CG Insurance, official sponsor of the West Indies Cricket team at the T20 World Cup (which is being co-hosted by the Caribbean and United States). This is the first campaign Chemistry has launched for the Cricket West Indies partnership with CG. In 2023, Chemistry created the first brand character in the Caribbean space, “Aunt Angie” for CG.
The new campaign features former cricketer Dwayne Bravo (DJ Bravo), who was instrumental in the West Indies’ ICC T20 World Cup victories in 2012 and 2016. His hit song “Champion” became a global sensation during the 2016 ICC World Twenty20. Now, DJ Bravo has teamed up with CG’s Aunt Angie on an original song, “West Indies Deyah,” (live on Spotify, Apple Music, Amazon Music, YouTube Music, iTunes, and Instagram), a rallying cry for West Indies fans across the islands, and featured in this accompanying music video directed by Gil Green via 305 Films.
CreditsClient CG Insurance Agency Chemistry Chris Breen, chief creative officer; Mike Groenewald, Will Benham, EVPs/executive creative directors; Adam Millman, creative director; Nelle Thomas, sr. writer; Mobs Robertson, associate creative director; Alexa McGriff, group strategy director; Chris Endler, brand strategist; Renee Royal, VP, head of production; Chelsea Tafoya, sr. producer. Production Company 305 Films Gil Green, director; Bruno Breil, producer; Angel Barroeta, DP. Lina Palacios, wardrobe; Ekandem Esslet, choreographer. Editorial T David Binns, editor. Casting Ethnicity Models LaShawnna Stanley, casting director. Postproduction Moving Forward Studios Oscar Martinez, colorist; Leo Lovera, online editor. Music Song: West Indies Deyah; 47 Production; Dwayne “DJ” Bravo, featuring Kaycee ‘Aunt Angie’ Campbell, artists; Dwayne Bravo, producer; Dwayne “DJ” Bravo, Colin Wedderburn (Razor), composers. Mix & Mastered Black Shadow Studio Troyton Rami. Sound Design Swell Music Elad Marish, sound designer. Audio
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 brandโs 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 โA New York Minute,โ 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 brandโs own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuriโs jewelry makes an appearance as the best supporting actor.
โWhen 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 โcampaignโ could be,โ said Jacob Jordan, chief brand officer, Mejuri. โGia 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 Mejuriโs values of celebrating women as their truest selves. I canโt wait for us to continue to tell the next chapters of this story.โ
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