In this spot titled “The Secret to Victory,” star athletes ranging from Michael Jordan to Peyton Manning to Serena Williams reveal what fuels them. Turns out their secret to victory is defeat. The athletes share the toughest setbacks in their sports careers and how the experience of defeat propelled them to new heights and memorable victories.
Matt Baron of ALLDAYEVERYDAY PRODUCTIONS directed this :60 (and a :30 version) for Gatorade out of TBWAChiatDay.
The campaign builds on Gatorade’s finding that defeat can prove to be a compelling motivation to succeed. Yet, youth athletes are raised in a culture that protects them from the disappointment of loss. They’re even given participation trophies just for showing up. When did losing become such a bad thing? Gatorade is determined to change this perception and let athletes know that defeat can be their most powerful fuel.
CreditsClient Gatorade Agency TBWAChiatDay Renato Fernandez, chief creative officer; Mark Peters, Doug Menezes, creative directors; Guy Helm, Chris Juhas, sr. copywriters; Chris Rodriguez, Ben Tolbert, sr. art directors; Brian O’Rourke, executive director of production; Guia Iacomin, executive producer; Kathleen Ackel, associate producer Production ALLDAYEVERYDAY PRODUCTIONS Matt Baron, director; Arrow Kruse, Oscar Thomas, exec producers; Victoria Curtis, head of production; Nicola Westermann, Andrew Runkle, producers; Garrett Hardy Davis, DP. Editorial Cut+Run Steve Gandolfi, Luc Giddens, editors; Annabelle Dunbar-Wittaker, head of production; Amburr Farls, exec producer; Michelle Eskin, managing director. VFX a52 Stefan Gaillot, Jesse Monsour, VFX supervisors; Cameron Coombs, Brad Scott, Enid Dalkoff, Gurvan Tanneau, 2D VFX artists; Tom Briggs, 3D artist; Mike Bettinardi, Michael Cardenas, tracking artists; Andrin Mele-Shadwick, Ashlie Iacocca, producers; Patrick Nugent, Kim Christensen, exec producers; Linda Carlson, Jennifer Sofio Hall, managing directors. Color Grade MPC Ricky Gausis, colorist; Meghan Lang, exec producer; Rebecca Boorsma, producer; Elyse Robinson, associate producer. Music Beacon Street Studios Beacon Street, composer; Adrea Lavezzoli, exec producer. Sound Design stimmung Gus Koven, sound designer; Kristina Iwankiw, exec producer. Audio Post Lime Studios Mark Meyuhas, mixer; Peter Lapinski, assistant mixer; Susie Boyajan, exec 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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