The Daniels–the duo of Daniel Kwan and Daniel Scheinert at Prettybird–directed this spot in which traditional adversaries, cats and dogs, come together in perfect harmony at a party thanks to J20 fruit drinks. Ad agency is BBH London.
CreditsClient: J20; Agency: Bartle Bogle Hegarty, London; Nick Gill, executive creative director; Hamish Pinnell, Justin Moore, creative directors/copywriters/art directors; Glenn Paton, producer; Production Company: PRETTYBIRD; The Daniels, directors; Richard Stewart, DP; Ali Brown, executive producer; Steve Plesiak, producer; Editorial: Cut + Run, London; Sam Jones, editor; Visual Effects: Absolute Post (London & New York) Phil Oldham, senior Flame artist; Michael Smith, Flame artist; Zdravko Stoitchkov, David De Min, assists; Jamie White, Huggy Stephens, Matt Burn, Ben Griffin, Dorrel Lynch, Frank Egan, CG artists; Dan Bennett, production; Mike Brown, FX editor; Audio: 750mph; Joe Marsden, sound engineer.
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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