The opening title sequence of HBO’s The Sopranos is an iconic piece of TV history. In it, Tony Soprano drives from Manhattan to his home in New Jersey in a 1999 Chevy Suburban. To dramatically demonstrate that the all-new, All-Electric Chevy Silverado is a next-generation truck, for a whole new generation of people, Commonwealth//McCann teamed with director David Chase (Sopranos creator) to create a modernized, scene-by-scene reshoot of the famous opening credits, but now, we see Tony’s daughter, Meadow, driving the First-Ever All-Electric Chevy Silverado. (A next-generation Soprano, driving a next-generation vehicle.)
Chase directed this Super Bowl spot, “New Generation,” via Park Pictures.
CreditsClient General Motors/Chevy Silverado EV Agency Commonwealth//McCann Gary Pascoe, chief creative officer; Bob Guisgand, Duffy Patten, executive creative directors; Paul Renusch, director of broadcast production; Adam Van Dyke, executive creative producer; Kelly Balagna, executive producer. Production Park Pictures David Chase, director; Phil Abraham, DP; Jackie Kelman Bisbee, Justin Pollock, exec producers; Anne Bobroff, sr. head of production/business affairs; Chelsea Schwiering, head of production; Saul Germaine, line producer. Editorial Work Editorial Neil Smith, Leah Turner, editors; Mario Baird, exec producer/managing director; Brandee Probasco, head of production; Evan Cohen, producer. VFX/Post MPC Mark Gethin, colorist; Michael Gregory, creative director; Benji Davidson, on-set supervisor/VFX; Karena Ajamian, exec producer; Stephanie Allis, sr. producer; Meghan Lang, exec producer/color; Caitlin Forrest, sr. color 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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