BMW, the Ultimate Driving Machine, becomes the Ultimate Drive-In Machine in this slice of life spot directed, shot and edited by Logan Roos of Greenpoint Pictures for agency Goodby Silverstein & Partners.
“The idea was actually born in my garage more than a month ago. With movie theaters closed and daily life getting pretty monotonous, I thought it would be nice to surprise my wife with our own little personalized drive-in-movie date,” said Wes Phelan, creative director at Goodby Silverstein & Partners.
Phelan’s impromptu date night was such a success that he decided to share the experience with his BMW client in hopes of putting something together that could inspire other quarantined couples across the globe.
“With the resurgence of drive-in cinema and the heartfelt nature of the piece, BMW was quick to see the vision,” said Matt Edwards, creative director at Goodby Silverstein (and Phelan’s partner). “And from there, it was just a simple case of art imitating life.”
But the process of capturing such a moment was far less simple than Edwards makes it seem. BMW, Goodby Silverstein and director Logan Roos had to navigate countless production obstacles, including filming remotely, with all interactions between the client, the agency and the director taking place only via email and a handful of Zoom check-ins.
“There were definitely a lot of hurdles, but shooting with only my wife and daughter made it safe, and in the end, I think it allowed the film to feel truly authentic with an inescapable homemade touch to it,” said Roos who also served as DP and editor on the commercial which is titled “The Ultimate Drive-in Machine.”
CreditsClient BMW of North America Agency Goodby Silverstein & Partners Jeff Goodby, Rich Silverstein, co-chairmen; Margaret Johnson, chief creative officer; Matt Edwards, Wes Phelan, creative directors; Carlos Rangel, associate creative director; Kevin Leung, art director; Bonnie Wan, partner, head of brand strategy; Christine Chen, partner, head of communication strategy; Stephanie Phillips, group brand strategy director; Kevin DeStefan, strategy director; Darien Ahn, brand strategist; Leila Gage, Margaret Brett-Kearns, co-directors of production; Matt Flaker, executive broadcast producer; Daniel Chang, jr. broadcast producer. Production Greenpoint Pictures Logan Roos, director/DP; Tatiana Rudzinski, Trevor King, exec producers; Karen Berkowitz, head of production; Niles Roth, creative director. Editorial Greenpoint Pictures Logan Roos, editor; Tori Vallas-Cullen, postproduction producer. Audio Bobb Barito, audio engineer. Music Human Kamela Anderson, sr. producer; Carol Dunn, exec producer; Mike Jurasits, creative director; John Chris Barnes, composer. Color Grade RCO Seth Ricart, colorist.
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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