Directed by Sophia Nahli Allison (a Best Documentary Short Subject Oscar nominee last year for A Love Song For Latasha) and backed by Melina Matsoukas' new creative collective de la revolución, Droga5 NY introduced lululemon’s first step into the performance footwear space with an artful love letter to "A Woman’s Foot." Mirroring the considerations of the BlissFeel Running Shoe–the brand’s first running shoe made for women first–the film celebrates the intricate nuances of women’s feet and what makes them feel good in motion.
“A Woman’s Foot” was shot in Mexico City and Shanghai in collaboration with cinematographer Michael “Cambio” Fernandez, with the local support of cinematographer Stevo Sheng in China. The film also features some of the brand’s ambassadors: Colleen Quigley, Kadeena Cox, Changning Zhang and Mirna Valerio alongside other real female runners.
CreditsClient lululemon Agency Droga5 New York Tim Gordon, Scott Bell, co-chief creative officers; Marybeth Ledesma, group creative director; Bastien Grisolet, creative director; Jenny Yoon, sr. copywriter; Maria Kouninski, sr. art director; Mike Hasinoff, Steve Ford, executive producers, film; Mateo Suarez, sr. producer, film; Mike Ladman, sr. music supervisor; Harry Roman-Torres, chief brand strategy officer; Cecilia Diaz, group strategy director; Justin Clagette, strategy director. Production Company De La Revolución Sophia Nahli Allison, director; Michael “Cambio” Fernandez (Mexico), DP; Stevo Sheng (China), DP; Ali Brown, exec producer; Christopher Cho, producer; Melina Matsoukas, CEO. Production Service Companies The Lift (Mexico) and Gung Ho Films (China). Editorial & Confirm Good Company Andrew Morrow, editor; Ralph Miccio, exec producer; Ben Lomeli, producer. Color Grade Color Collective Alex Bickel, Mike Howell, colorists; Claudia Geuvara, exec producer. Postproduction, Creative Direction, Design & VFX Purple Martin Studio Joseph Randonich, exec producer; Ruaidhri Ryan, producer; Lana Shah, creative director; Collin Fletcher, design lead; Tara Sood, art director. Aislinn Clifford, Vicky Lynn, MGFX team; Pilon Lectez, VFX supervisor. Music, Sound Design & Mix Ballad Adrian Aurelius, Philip Nicolai Flindt, sound designer/mixers; Gregers Maersk Moeller, exec producer. Photography & Illustration Lisa Sorgini, Magda Wosinska, photographers; Tanya Griffiths, illustrator.
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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