A man at a rural crime scene grapples to solve a mystery in this spot titled “Cold Case” as he chomps on Twizzlers licorice.
But we find that his quest to find the truth isn’t related to a crime at all; rather he’s mulling over how he can get away with not inviting someone to his birthday party. He even considers not having the party at all.
Anyway, this tongue-in-cheek scenario underscores that no matter how big or small the problem or mystery, you can “Chew On It” with Twizzlers.
Kristoffer Borgli of production company Furlined directed the campaign spots, including this “Cold Case” piece,” for Droga5 New York. Lensing the “Chew On It” campaign was Sam Levy whose feature credits include Lady Bird.
CreditsClient Twizzlers/Hershey Agency Droga5 New York David Droga, creative chairman; Neil Heymann, chief creative officer; Brandon Pierce, group creative director; Michael Kleinman, associate creative director; Daniel Litzow, sr. copywriter; Caroline Ekrem, Evan Barkoff, copywriters; Castro Desroches, art director; Sally-Ann Dale, chief creation officer; Jesse Brihn, director of film production; Mike Hasinoff, executive producer, film; Sophie Paton, producer, film; Mike Ladman, music supervisor Jonny Bauer, global chief strategy officer; Harry Roman-Torres, head of strategy, Ned Sonnenschein, strategy director. Production Furlined Kristoffer Borgli, director; Sam Levy, DP; Jay Wakefield, exec producer; Darrin Ball, producer. Editorial Arcade Dave Anderson, editor; Joseph Petruccio, assistant editor; Sila Soyer, exec producer; Andrew Cravotta, producer. Postproduction MPC Matthew Loranger, exec producer; Krystle Timm, producer. Color Color Collective Alex Bickel, colorist; Claudia Guevara, producer. Audio Wave Studios Aaron Reynolds, mixer.
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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