Created by TBWAChiatDay NY, this spot takes us to a concert where virtuoso violinist Itzhak Perlman is replaced by actress Rhea Perlman, underscoring the fact that you wouldn’t let someone else do your job. Hence, if your wealth manager isn’t managing your investments, then perhaps you need a different kind of wealth manager like those offered by BNY Mellon Wealth Management.
David Shane of O Positive directed Rhea Perlman as a musical soloist to cringe by.
CreditsClient BNY Mellon Wealth Management Agency TBWA\Chiat\Day, New York Rob Schwartz, CEO; Matt Ian, executive creative director; Tony Bennett, global creative director; Bryan Flynn, associate creative director/copywriter; Sal DeStefano, associate creative director/art director; Chad Hopenwasser, head of integrated production; Jason Souter, group executive producer. Production O Positive David Shane, director; Ralph Laucella, Marc Grill, exec producers; Devon Clark, producer; Sebastian Pfaffenbichler, DP; Maia Javan, production designer. Editorial Spot Welders Kevin Zimmerman, editor; Stephanie Crane, assistant editor; Joanne Ferraro, exec producer; Amanda Slammin, producer. VFX The Mill Dan Roberts, VFX supervisor; Mary Hayden, production coordinator; Philip Whalley, VFX producer; Tara DeMarco, Felix Urquiza, shoot supervisors; Glyn Tebbutt, 2D lead; Brad Scott, 2D artist. Post TCHYA! Peter Amante, Matt troub, Flame artists; Jen Sienkwicz, exec producer. Post The Mill Adam Scott, colorist; Thatcher Peterson, executive color producer; Antonio Hardy, color producer; Diane Valera, color coordinator. Audio Post Heard City Phil Loeb, Jodi Levine, mixers; Elizabeth McClanahan, assistant mixer; Gloria Pitagorsky, exec producer; Sasha Awn, 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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