Martin Werner of RESET Content directed this “It’s Gonna Be Great” spot for McCormick & Company’s herbs, spices and seasonings.
Created by Grey New York, this flavorful ad is designed to celebrate everyday cooking moments and inspire confidence in next generation home cooks.
CreditsClient McCormick & Company Creative Agency Grey New York John Patroulis, chief creative officer; Jeff Anderson, executive creative director; Kevin Gentile, creative director, art director; Mike Abell, creative director, writer; Justine Feron, group strategy director. Digital Agency Grey Midwest Ray Elfers, group creative director; Jessica Cahill, sr. designer; Brett Barnett, copy director; Chris Lutes, AD technology. Executive Production Townhouse James McPherson, chief production officer; Katy Hill, VP, exec producer; MJ Soler, producer; Leland Drake, music producer. Production Company RESET Martin Werner, director; Paul Gilpin, DP; Dave Morrison, managing director; Deannie O’Neil, Jen Beitler, exec producers; JP Colombo, head of production; Matt Maclennan, line producer. Editorial Rock Paper Scissors Carlos Arias, editor; Eve Kornblum, managing director/EP; Julianne Watson, producer; Ashley Tantillo, assistant editor. Music Future Perfect Victor Magro, composer; Nargis Sheerazie, producer. Sound Design/Mix Sound Lounge Tom Jucarone, sound designer/mixer. Graphics ArtJail Steve Mottershead, creative director; Ross Denner, head of 3D; Tom Cushwa, 3D modeling; Christina Ku, 3D lead/generalist; Ben Elliot, 3D artist; Christoph Schroer, 2D lead; Dayung Jo, compositing; John Skeffington, exec producer; Sue Yee Hubbard, producer. Color Company 3 Sofie Borup, colorist; Alexandra Lubrano, 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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