Actor, producer and director (Pitch Perfect 2) Elizabeth Banks of harvest films helmed this spot for Tommy John to promote its new women’s underwear collection. Part of the “Little Adjustments” campaign from agency Preacher, the :60 through a series of humorous vignettes presents women struggling with the uncomfortable effects of their inferior underwear. In the end, the message is clear–women can “Overcome the Uncomfortable” with Tommy John.
“I loved this campaign from the beginning,” said Banks. “The underwear issues showcased in each scene is something we, as women, have all had to deal with in some shape or form. I wanted to capture that collective sense of empathy throughout the film while still making each scenario as funny and compelling as possible.”
CreditsClient Tommy John Agency Preacher Rob Baird, chief creative officer; Seth Gaffney, chief strategy officer; Jimmie Blount, art director; Joe Hartley, copywriter; Anna McCaleb, Nate James, designers; Marika Wiggan, strategy director; Stacey Higgins, executive producer; Rachel Kichler, producer. Production harvest films Elizabeth Banks, director; Bonnie Goldfarb, exec producer; Niko Whelan, head of production; Tim Suhrstedt; Leslie Owen, line producer. Casting asg casting Arlene Schuster-Goss. Editorial Cut+Run Joel Miller, editor; Nick Kondylas, assistant editor; Bebe Baldwin, exec producer; Cecilia Melton, producer. Music Marmoset Music Mix TBD Post Dusty Albertz, mixer. Finish Finland Finish Blaire Woodall, online producer; Nick Smith, online artist. Color Ntropic Marshall Plante, colorist.
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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