At a time when the US surgeon general issued a rare advisory around mental health challenges affecting young people, this pro bono social impact “Show Up” campaign was launched by agency Duncan Channon for San Francisco CASA. The two spots in the package, including this PSA titled “How Not to Be A Hero,” were directed by Luis Peña via Revival Film.
SFCASA transforms the lives of abused and neglected children in foster care by matching them with one consistent, caring volunteer advocate who is trained to stand up for a child’s unique needs in court and in their communities.
SFCASA and Duncan Channon aim to inspire adults from diverse backgrounds to become Court Appointed Special Advocates and offer one-on-one support to foster children in need of a consistent champion. The creative is built to dispel a major barrier in recruiting volunteers: adults’ misperception that you need to be “a hero” or particularly gifted with children to be a transformative force in a foster child’s life. Both spots are shot from the perspective of real children as they move through their world–emphasizing that this role is about showing up for the foster child’s experience, not about heroic acts or skills. In addition to airing regionally in the San Francisco Bay Area, the creative will be available to CASA’s national organization and local chapters.
CreditsClient SFCASA Agency Duncan Channon Anne Elisco-Lemme, creative director, art director; Jessea Hankins, creative director, copywriter; Lea Mixon, copywriter; Katherine Dean, brand strategist; Rita Ribera Channon, executive producer. Production Company Revival Film Luis Peña, director/DP; Stephanie Farmer, exec producer; Scott Samuelson, line producer. Editorial Cut+Run Andrea Mendoza, editor; Bebe Baldwin, exec producer; Elizabeth Spiva, post producer; James Kracht, assistant editor. Color Company 3 Billy Landry, colorist; Ashley McKim, exec producer; Nadia Dabibi, producer. Post/VFX Jogger Brendan Crockett, lead Flame; Deanne Mehling, exec producer; Jordan Sharon, producer. Sound Design Handsome Sound Eben Carr, sound engineer. Music Walker Sara Matarazzo, sr. exec producer; Stephanie Pigott, exec producer. Casting All of Us Casting (on camera); Walker (English VO); AZ Los Angeles (Spanish VO)
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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