Alan Alda, Patrick Dempsey, Lisa Edelstein, Donald Faison and Noah Wyle–who portrayed doctors in TV series–again don scrubs and white coats to promote the importance of getting annual health check-ups in this campaign for Cigna out of McCann New York.
Grant Heslov of Untitled Films directed this spot–titled "The TV Doctors of America"–which is part of a campaign that just launched across TV, digital and social.
CreditsClient Cigna Agency McCann New York Eric Silver, North American chief creative officer; Tom Murphy, Sean Bryan co-chief creative officers, NY; Larry Platt, executive creative director; Ferdinand Danielle, associate creative director/art director; Tom Weingard, associate creative director/copywriter; Daniel Aykurt, art director; Donnell Johnson, copywriter; Nathy Aviram, chief production officer; Amanda Revere, executive director; Eric Johnson, executive music producer; Dan Gross, music producer; Julianna Katrancha, group strategy director. Agency MRM/McCann Lisa Goldberg, sr. social media specialist; Randi Rosenfeld, director social media; Tammy Hwang, director of strategy; Astrid Andujar, Cheryl Thrower, Tatiana Girman, art directors; Carl Ceo, creative director; Katie Kirschner, animator; Rebecca Gardner, Ron Sullivan, associate creative directors; Debra Airey, director of broadcast production; Ken Hogan, director of graphic services; Mike Lapolice, associate digital production artist; Ken Hogan, director of graphic services; Janell McCanna, associate UX designer. Production Untitled Films Grant Heslov, director; Jim Evans, exec producer. Editorial Mackenzie Cutler Ryan Steele, editor; Pamela Petruski, assistant editor; Gina Pagano, exec producer. Color Company 3 Tim Masick, colorist. Graphics Schmigital Music JSM Audio Post Heard City Jodi Levine, Evan Mangiamele, engineer.
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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