Agency Johannes Leonardo turned out this film for adidas Originals featuring a remix of the iconic song, "My Way," by Frank Sinatra with a reimagined approach for today’s streetwear culture.
Snoop Dogg, Dev Hynes, Stormzy, Mabel, Kareem Abdul-Jabbar, Brandon Ingram, Petra Collins, Gonz and Lucas Puig, among others, appear in this piece (titled Original Is Never Finished) directed by Terence Neale of RSA as adidas Originals re-interprets its own classics and now turns to a new generation of creators, inspiring them to redefine the meaning of originality. The campaign signals the launch of EQT footwear, a celebrated icon from the 1990’s, redefined for a new generation.
CreditsClient adidas Originals Agency Johannes Leonardo Jan Jacobs, Leo Premutico, chief creative officers; Ferdihnando Verderi, creative director, partner; Wesley Phelan, Matthew Edwards, creative directors; Jeph Burton, copywriter; Hunter Hampton, art director; Dana May, head of integrated production; Maria Perez, executive producer; Tina Diep, Stine Moisen, sr. producers; Doug Moffitt, producer; Alexandra Olivo, production coordinator; Mark Aronson, head of strategy; Mine Cakmak, strategist. Production RSA Films Terence Neale, director; Jules Daly, Paul Kawasaki, exec producers; Rozanne Rocha-Gray, producer; Alexis Zabe, producer. Production Company Cape Town Egg Films Colin Howard, exec producer; Rozanne Rocha-Gray, producer. Editorial Exile Shane Reid, lead editor; Jay McConville, Travis Moore, editors; Sasha Hirschfeld, Carol Lynn Weaver, exec producers; Melanie Gagliano, head of production. VFX Blacksmith Iwan Zwarts, VFX supervisor/2D lead; Daniel Morris, Liz Lyons, 2D compositors. Trace VFX, rotoscoping Tom Bussell, 3D lead artist; Ylli Orana, 3D artist; Charlotte Arnold, exec producer; Megan Sweet, producer. Color Company 3 Tom Poole, colorist; Clare Movshon, producer. Music Licensed track: “My Way” Claude Francois, Jacque Revaux, Gilles Thibaut, Paul Anka, writers. BMG, publisher. Songs master Frank Sinatra. Universal Music Enterprise. Music Supervision Daniel Cross, adidas global music manager. Music-Remix Human Morgan Visconti, creative lead/music director; Michael Jurasits, creative lead/sound design; James Dean Wells, exec producer; James Leibow, composer/arranger. Sound Design Q Department Zack Rice, exec producer; Guin Frehling, producer. Audio Post Sonic Union Steve Rosen, sound engineer; Justine Cortale, exec producer; Patrick Sullivan, 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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