Diabetics often hear the word “no” when it comes to what they can eat. But in this spot directed by Mark Molloy of SMUGGLER for client Abbott Laboratories/Freestyle Libre out of agency Anomaly NY, all the “no” responses heard in humor-tinged scenarios turn ultimately to a “know” as patients find out their glucose levels which enable them to make informed dietary decisions.
Titled “Now You Know” in reference to the knowledge gained via the Freestyle Libre meter, the commercial consists of relatable moments coupling humanity and humor to nurture empathy for what diabetes patients experience.
CreditsClient Abbott Laboratories/Freestyle Libre Agency Anomaly New York Bronwen Lonsdale, producer; Seth Jacobs, executive creative director; Donnell Johnson, group creative director; Harry Neville-Towle, associate creative director; Ray Ali, sr. creative. Production Company SMUGGLER Mark Molloy, director; Patrick Milling-Smith, Brian Carmody, Sue Yeon Ahn, Declan Cahill, Leah Churchille-Brown, exec producers; Alex Hughes, head of production; Alex Taussig, producer; Jacquie Riley, head of production; Jeremy Rouse, DP; Jeremy Fitzgerald, 1st AD; Leah Popple, production designer; Beth Ryan, art director; Rebeca Cohen, set decorator; Mariot Kerr, wardrobe. Editorial Work Editorial Stewart Reeves, editor. Color Company 3 Sofie Borup, colorist. VFX a52
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.”
To land the relatable... Read More