Thanks to a crick in his neck caused by a poor mattress, a man believes his wife has left him. That’s because he can’t turn his head to see that she’s alongside him.
But fortunately Mattress Firm comes to the rescue with a comfortable mattress that is the antidote for so-called “Junk Sleep,” a malady that agency Droga5 NY continues to tackle in this ongoing campaign for the client.
Finally, after getting a new mattress from Mattress Firm, the man can turn his neck again and see his wife. While looking at her next to him in bed, the hubby gleefully declares that his wife has returned to him.
Steve Ayson of MJZ directed the campaign spots, including this one titled “Left By Wife.”
CreditsClient Mattress Firm Agency Droga5 NY Scott Bell, chief creative officer; Tara Lawall, executive creative director; George McQueen, Tom McQueen, group creative directors; Jonas Wittenmark, Tobias Carlson, creative directors; Lorne Heller, sr. copywriter; Justin Luu, sr. art director; Juan Camillo Garza, copywriter; Eve Nova, art director; Erin McCarthy, group design director; Andrew Diemer, sr. designer; Jeremy Fox, Gulshan Jaffery, executive producers, film; Adam Vevang, producer, film; Hugh Copeland, associate producer, film; Caroline Fahey, producer, art; Mike Ladman, music supervisor; Harry Roman-Torres, chief brand strategy officer; Tom Haslow, group brand strategy director; Gideon Olshansky, brand strategy director; Raymone Sein, sr. strategist; Justin Schneider, group communications strategy director; Lizzie Manning, communications strategy director; Gabrielle Deckelman, sr. communications strategist; Andy Littlewood, chief knowledge officer. Production Company MJZ Steve Ayson, director; Jeff Cronenweth, DP; Emma Wilcockson, exec producer; Adriana Cabada Mora, line producer; Jason Kisvarday, production designer. Postproduction Second Child Elizabeth Morringello, editor; Karis Konkler, postproduction coordinator. Editorial Exile Grant Surmi, Edward Line, editors; Erin Offenhauser, Tara O’Sullivan, assistant editors; Sasha Hirschfeld, exec producer; LauRenn Reed, lead producer. Telecine Company 3 Tim Masick, Jenny Montgomery, Jaime O’Bradovich, colorists; Kevin Breheny, Nick Krasnic, color producers; Ryan Moncrief, color assistant. VFX/Post Parliament Music Found Objects Jay Wadley, ECD, co-founder & composer; Trevor Gureckis, ECD, co-founder; Ben Marshall, creative director & composer; Adam Weiss, composer; Jennie Armon, exec producer; Nick Chomowicz, lead producer; Katt Matt, Agatha Lee, producers; Lee Cash Chisholm, music coordinator. Audio King Lear Music & Sound Ed Downham, Dugal Macdiarmid, sound design & mix.
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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