This Rube Goldberg-esque domino effect of movements triggered by a rolling Canon lens cap yields assorted unique photo opportunities in this digital video–”Perfect Moments”–created by Grey New York and directed by Jonathan Zames of Big Block for Canon.
These perfectly timed photos include flowers frozen in air, a dog helping to lift a gate and a falling water balloon caught in the perfect moment.
The goal of the overall campaign is to educate consumers to find the perfect images in everyday life while challenging them to step from behind their smartphones and reach for a camera–"the right camera"–that can capture the instantaneous moments that happen every day.
Throughout 2017, Canon will continue to reveal unique tips and tricks via social media infographics, photo challenges and content creators to help empower consumers to “Shoot for Greatness.” From capturing the perfect low-light birthday experience to recreating the water hat by dropping a balloon on a willing participant, these moments are no longer just for the professionals.
CreditsClient Canon Agency Grey New York Jeff Stamp, Rob Lenois, deputy chief creative officers; Brad Mancuso, executive creative director; Susan LaScala Wood, group creative director; Chris Hanrahan, associate creative director/copywriter; Mike Lubrano, associate creative director/art director; Mackenzie Keck, art director; Paul Curry, copywriter; Cassie Meyers, Angela Kim, designers; Steve House, strategy director. Executive Production Townhouse Bennett McCarroll, president; James McPherson, director of integrated production; Jennifer Truss, producer; David Steinberg, music producer. Production Big Block Jonathan Zames, director; André Szankowski, DP; Jay Pooley, production designer. Editorial Nomad Jai Shukla, editor. Music/Sound Design Sound Lounge Peter Holcomb. Principal Talent Lauren DeCiccia
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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