VR fitness app Supernatural reintroduces itself with the “Unreal Fitness” campaign which depicts the totally immersive in-headset experience, sharing breathtaking landscapes where members sweat through full-body movements choreographed to the beat of high-energy music.
For the brand relaunch–coming after Meta acquired the business earlier this year—-Supernatural traveled to Iceland to shoot this commercial titled “Feel The Real,” with director Neels Castillon and production company RSA Films to fully capture what it means to jab, cross, squat and flow inside the Meta Quest headset.
“One of the defining aspects of Supernatural is our ability to suspend reality and make people feel like they’re actually working out in these incredible places. To communicate that in the creative, we needed to be there physically,” said Supernatural co-founder Chris Milk.
Deciding to shoot the campaign on-location set in motion a whirlwind three weeks of pre-production, in tight partnership with the team at RSA Films.
“I’ve been a longtime fan of Chris Milk’s directorial work and VR art pieces, so it felt like a dream job when he and his team approached me to direct this campaign,” said Castillon. “When I first tried Supernatural, I was genuinely immersed in the landscape and had a fulfilling workout experience. I wanted to convey as much of this emotion as possible within the commercial and was thrilled that we agreed to shoot the campaign in real-life breathtaking locations, because nothing compares to experiencing the power of nature, especially in Iceland. Working with Supernatural, with the support of my team at RSA and our Icelandic production partner, Comrade Films, we captured stunning footage–conveying the perfect blend of strong energy and poetic beauty that represents what Supernatural means to me.”
CreditsClient Supernatural (Meta) Chris Milk, co-founder, Supernatural; Samantha Scott, head of content; Kevin Kearney, head of design; Zach Richter, creative director; Sapna Kirk, head of marketing; Elle Obletz, brand marketing lead; Par Guiv, sr. producer; Rayne Chapman, design lead. Brand Platform Development Mythology Anthony Sperduti, executive creative director; Audrey Attal, Kim Haxton, creative directors; Parker Barnum, managing director. Production RSA Films Neels Castillon, director; Luke Ricci, president and exec producer; Matilde Pinto, exec producer; Tom O’Connell, head of production; Clint Caluory, producer. Local Production Company Comrade Films Jean-Michel Paoli, exec producer; Kiln V.J. Paoli, line producer; Siggi Kjartan, 1st assistant director; Eric Blanckaert, DP; Fanny Sage, choreography. Editorial & VFX The Mill Anastasia Von Rahl, managing director; James Allen, creative director; Hillary Thomas, exec producer; Scott Tinter, head of production; Katie Buckley, sr. VFX producer. Sound Lime Studios Michael Anastasi, supervising sound designer; Michael Baran, assistant sound designer; 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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