In this spot we see beautiful, CGI, mechanical butterflies made from individual components of the all-new Ford Focus Active hatching out of chrysalis to come together in a stunning kaleidoscope to form the new vehicle. The ad uses the butterflies to symbolize the beauty that can emerge from change.
The Ford UK commercial was directed by Steve Cope at 2AM Films for agency GTB UK. Visual effects house on the job was Electric Theatre Collective.
Neil Scholes, VFX supervisor at Electric, said: “It was a blast working on this new Ford film. The director, Steve Cope, wanted to enjoy the mechanical nature of these butterflies, and to see all the different car materials from red glass to white metallic paint. The challenge was keeping the animation playful and realistic but also making sure all the different tones and colors combined correctly whilst forming the car. We’re really happy with the end result.”
CreditsClient Ford UK/Ford Focus Active Agency GTB Paul Yull, Adrian Birkinshaw, executive creative directors; Ash Prentice, James Child, creatives; Romila Sanassy, Aaron Clark, producers. Production 2AM Films Steve Cope, director; Nick Crabb, managing director/exec producer; Chris Cable, producer. VFX Electric Theatre Collective, London Jon Purton, producer; Neil Scholes, VFX supervisor/3D lead; Tobin Brett, FX lead; Iain Murray, 2D lead; Alex Prod’Homme, Christian Block, Alex Grey, Aitor Arroyo, Daniel Manning, 2D artists; Gareth Bell, Thanos Topouzis, Ryan Maddox, Patrick Krafft Conor Ryan, Nicolas Lebas, Max Johnson, Stephane Renaldi, Quentin Dubois, Tom Di Stasio, Thanos Kousis, Eddy Martinez, Nick Turner, Kristopher Gropatsakis, 3D artists; Luke Morrison, colorist (Toolbox: Flame, Nuke, Maya, Houdini)
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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