Droga5 NY presents the latest installment in the “Junk Sleep” campaign for Mattress Firm starring spokesperson Liev Schreiber. Directed by Tom Noakes of PRETTYBIRD, this spot titled “Spiral in the Diner” shows the cumulative effect of sleeping in the wrong bed, aka “junk sleep.”
Schreiber’s deadpan humor introduces us to a woman in a 24/7 diner whose behavior turns criminal due to continuing bouts of poor sleep. The cautionary tale should be reason enough to go to Mattress Firm where a slumber professional can get you paired with the bed just right for you.
CreditsClient Mattress Firm Agency Droga5 NY Tim Gordon, Felix Richter, co-chief creative officers; Tara Lawall, executive creative director; Jonas Wittenmark, Tobias Carlson, creative directors; Eve Nova, art director; Juan Camillo Garza, copywriter; Justin Luu, sr. art director; Lorne Heller, sr. copywriter; Jesse Brihn, co-director of film & content; Jeremy Fox, Seth Tabor, executive producers, film; Cliff Lewis, head of art production; Caroline Fahey, art producer; Erin McCarthy, design director; Alex Vitela, sr. designer; Daniel Seong, designer; Gideon Olshansky, brand strategy director. Production PRETTYBIRD Tom Noakes, director; Ali Brown, president/exec producer; Matt Wersinger, producer; Moira Hurley, production supervisor; David Vaccari, casting director; Chayse Irvin, DP; Latisha Duarte, production designer; Chereish Cullison, stylist; Todd Kaufman, assistant director; Editorial Exile Pete Sciberras, Travis Moore, editors; Evan Fredriksen, assistant editor; Samantha Axelrod, producer; Sasha Hirschfeld, exec producer; Evyn Bruce, head of production. Color Company 3 Tim Masick, colorist; Ryan Moncrief, color assistant; Kevin Breheny, color producer. Postproduction/VFX Parliament Music Human, bicoastal Matthew O’Malley, Andrew Bloch, creative direction; Jonathan Russell, composer; James Dean Wells, Kanzo Perron, production. Sound Design/Audio Post Heard City, New York Phil Loeb, sound designer/audio mixer; Eric Warzecha, audio mixer; Virginia Wright, Ronnie Stapleton, Seth Brogdon, Chenoa Tarin, Zoltan Monori, assistant engineers; Gloria Pitagorsky, managing director/partner; Sasha Awn, Jackie James, exec producers; Liana Rosenberg, sr. producer; Nick Duvarney, producer; Dylan Stetson, assistant 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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