Henry-Alex Rubin of Smuggler directed this commercial paying tribute to retiring Yankees shortstop Derek Jeter and his bond with the fans formed over 20 years in Big Leagues.
The spot finds Jeter walking towards one of his final games at Yankee Stadium, interacting with New Yorkers along the way–all to the strains of Frank Sinatra’s stirring rendition of “My Way.” Agency is TBWAChiatDay.
CreditsClient Gatorade Agency TBWA\Chiat\Day Stephen Butler, chief creative officer; Brent Anderson, executive creative director; Renato Fernandez, creative director; Dave Estrada, sr. art director; Nick Ciffone, sr. copywriter; Sarah Patterson, exeutive producer; Garrison Askew, assistant producer. Production Smuggler Henry-Alex Rubin, director; Patrick Milling Smith, Brian Carmody, partners; Lisa Rich, COO; Lisa Tauscher, exec producer; Andrew Colon, head of production; Drew Santarsiero, producer; Enrique Chediak, DP. Editorial Rock Paper Scissors Damion Clayton, editor; Dave Sellars, exec producer. Post/VFX The Mill Enca Kaul, exec producer; Melody Alexander, producer; David Lawrence, production coorindator; Jason Bergman, 2D lead; Wyatt Saverese, Nick Lines, 3D lead/artist; Hassan Taimur, 3D artist. Music Frank Sinatra “My Way” “Nothing But the Best (Remastered)” Suzane Peric, music editor. Sound Design/Mix Lime Studios. Rohan Young, mixer/sound designer; Jessica Locke, 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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