Created via agency Amazon XCM, directed by Lisa Gunning of Imperial Woodpecker, and edited by Union’s Andrea MacArthur, “Woman’s World–Mother’s Day” affirms what we have always known: this is indeed a woman’s world.
Against the odds, the women of the all-female delivery stations of India blaze a trail for other women to follow. Owned by women, run by women, these stations provide a source of financial independence, once reserved only for the men of India. A clever assist by the James Brown classic makes the spot for Amazon even more memorable.
CreditsClient Amazon Agency Amazon XCM Jo Shoesmith, worldwide executive creative director; Tom Pettus, group creative director; David Lord, Joe Godard, creative directors; Josh Batchelder, sr. art director; Vanessa MacAdam, Paul Lewis, sr. producers; Tiffany Carley, creative program manager. Production Imperial Woodpecker Lisa Gunning, director; Molly Manning Walker, DP; Charlie Cocuzza, exec producer; Terri Shafirov, producer. Editorial Union Editorial Andrea MacArthur, editor; Nadine Mueller, sr. cutting assistant; Michael Raimondi, managing partner; Dani DuHadway, editorial head of production; Haydee Robles, editorial producer. Telecine Untold Studios Sam Cornwell, exec producer. Post/VFX Hunter VFX Evan Guidera, VFX artist; Logan Aries, exec producer. Sound Design/Audio Post Hunter Milos Zivkovic, sound designer & mixer; Logan Aries, audio post 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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