This Jose Cuervo spot was inspired by a cliché: “If you were at a party, and could sit next to anyone from history, who would it be?”
Crispin Porter Bogusky teamed with director Isaiah Seret of Biscuit Filmworks to create a party with the most prolific figures in history and of course Jose Cuervo, the father of tequila, hosting.
The premise taps into Cuervo’s rich history reflecting the heritage and pride of Mexico’s libation. Jose Cuervo Tradicional was created in 1795 and handed down through 10 generations of the Cuervo family–and is now front and center of the booming tequila category in the U.S. and globally.
CreditsClient Jose Cuervo Tequila Agency Crispin Porter Bogusky Tom Adams, executive creative director; KT Thayer, creative director; Shannon Gibney, associate creative director; Dan Corken, head of production; Jamie Slade, sr. producer; Lilah Strauss, assistant producer; Courtney Loveman, VP, co-head of strategy; Kevin Jansick, sr. strategist. Production Biscuit Filmworks Isaiah Seret, director; Jeff McDougall, exec producer; Mercedes Allen, Rachel Glaub, heads of production; Rodrigo Prieto, DP; roberto Bonelli, production designer. Mix/Sound Design 740 Sound Stephen Dickson, mixer; Scott Ganary, exec producer. Editorial Union Editorial/Marshall Street Editors Tim Thornton-Allan, editor; Joe Hughes, assistant editor; Michael Raimondi, president/managing partner; Joe Ross, exec producer. Color/VFX MPC Ricky Gausis, sr. colorist; Robert Owens, managing director; Meghan Lang, color EP; Damian Winterbottom, Susan Harris, color producers; Morten Vinther, VFX supervisor/creative director; Karena Ajamian, sr. producer; Claus Hansen, creative director/sr. Flame artist; Nicole Saccardi, producer. Josh Pena, Kathleen Kirkman, Sean Anderson, Flame compositing team. Music Beacon Street Studios Andrew Feltenstein, John Nau, composers; Leslie DiLullo, 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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