Broad City alum Ilana Glazer hits the streets with a spirited slice of humor in the new Nike Joyride shoes campaign. Produced by Caviar and directed by Marielle Heller, the three spots were created by New York and Portland-based agency Megs and Shamus, and highlight the shoe’s unique benefits through the eyes of reluctant runner Glazer.
With Brooklyn’s Fort Greene neighborhood as the backdrop, Glazer pounds the pavement–or at least considers it–in the campaign, which is playing digitally across Nike’s social channels. With only a couple of hours to capture each spot, together Megs and Shamus and Heller provided Glazer with solid scripts and the freedom to do what she does best–improvising and adding her distinctive Ilana voice to everything.
Keeping things bouncy and fun, Glazer’s quest to track down the meaning of the “runner’s high” is the perfect vehicle for her cheeky sense of humor. In this centerpiece “Runner’s High” spot, Glazer laces up to make the transformation from cautiously curious to Joyride convert.
Megs and Shamus’ non-traditional approach to the creative was steered by the audience they wanted to speak to with these ads–the skeptical and running-averse crowd. With Glazer as the campaign’s muse, the team knew it was possible to nail that ethos and communicate about both the product and running in a candidly honest way.
The Nike Joyride campaign adds to Marielle Heller’s growing presence in the advertising arena, as she continues to make her mark in film and television. Her latest feature, A Beautiful Day in the Neighborhood, starring Tom Hanks as the iconic children’s entertainer Mr. Rogers, will be theatrically released on November 22. Marielle’s debut feature film, The Diary of a Teenage Girl, won awards at the Sundance Film Festival, before getting scooped up by Sony Picture Classics. She also directed the movie Can You Ever Forgive Me?, starring Melissa McCarthy, and has helmed episodes of Transparent and Casual.
CreditsClient Nike Agency Megs and Shamus Megs Senk, creative director, art director; Shamus Eaton, creative director, copywriter; Felicia Glover, executive producer. Production Caviar Marielle Heller, director; Adam Newport-Berra, DP; Kim Dellara, Jasper Thomlinson, Michael Sagol, exec producers; Casey Wooden, head of production; Christina Donahue, producer. Postproduction/Editorial Joint Tommy Harden, editor; Noah Woodburn, sound designer/mixer; Kathleen Russell, post producer; Annie Rosick, editorial and VFX post producer. Audio Post Teenage Diplomat Scarlet Newman-Thomas, composer. Color Company 3 Tom Poole, 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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