AT&T Business is using The Masters golf tournament live coverage as a platform to launch a new campaign from BBDO targeting mid-sized business. Directed by Academy-Award winner Michel Gondry of production house Partizan, the spots use portals as a visual metaphor for Edge-to-Edge Intelligence, showing how the portals show up to give business decision makers and owners the power to see and react to every corner of their business. It’s a simple visualization that shows how Edge-to-Edge technology gives businesses, especially growing businesses–in this case a Gelato company–a competitive advantage.
“Gelato” is one of three commercials in the AT&T Business campaign.
CreditsClient AT&T Business Agency BBDO David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Matt MacDonald, EVP, group executive creative director; Daniela Vojta, Susan Young, EVPs, executive creative directors; Kara Goodrich, SVP, sr. creative director; Pebble Goh, VP, creative director; Julie Collins, EVP, group executive producer; George Sholley, VP, executive producer; Melissa Chester, executive music producer. Production Partizan Michel Gondry, director; Lisa Tauscher, managing director/executive producer; Molly Griffin, executive producer/ head of production; Raffi Adlan, line producer; Shawn Kim, DP. Editorial Cosmo Street Editorial Tessa Davis, editor; Josh Berger, Taylor Morano, Habib Semaan, George Irizarry, assistant editors; Maura Woodward, NY exec producer; Yvette Cobarrubias, LA exec producer; Kacie Gomez, LA producer. VFX/Finishing The Mill Erin Hicke, sr. producer; Mary Mondrus, VFX coordinator; Glyn Tebbutt, creative director/2D lead; Tim Rudgard, Franz Kol, Katerina Aroyyo, Jeannie Huynh (Remedy), Daniel Lang, Matthew Dobrez, Lisa Kim, Tim Robbins, 2D team; Fredrick Ross, design lead/3D lead; Katie Yancey, 3D; Patrick Kipper, Greg Rubner, Anastasia Skrebneva, design team. Audio Post Sonic Union Steve Rosen, sound engineer; Patrick Sullivan, producer. Music Beacon Street Studios Leslie DiLullo, exec producer; Beacon Street Studios, composers. Telecine The Mill Adam Scott, colorist; Liza Kerlin, sr. color producer; Nate Seymour, Gemma Parr, Logan Highlen, color assists.
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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