This trailer is for the branded feature documentary 5B. Directed by Dan Krauss and Paul Haggis via Saville Productions, the 5B documentary was picked by SHOOT as the Best Work of the Year in its rundown of weekly Top Spots and other marquee projects.
5B debuted at the Cannes Film Festival as part of its Special Screenings lineup this past May only a month later to have that film for Johnson & Johnson make an indelible mark at the Cannes International Festival of Creativity where it won the Entertainment Lions Grand Prix.
Named after San Francisco General Hospital’s ward 5B which opened in 1983 as the first full-fledged hospital unit dedicated to treating people with AIDS, the documentary shows the positive power of nursing, continuing a theme which Johnson & Johnson has championed over the years.
5B tells the stories of caretakers, patients and others impacted by the pioneering hospital ward, introducing us to the likes of Mary Magee, a nurse who came out from New York with the hope of landing a job at 5B so that she could care for, comfort and protect AIDS patients who at that time were given a death sentence. Then there was Dr. Paul Volberding, an oncologist who committed to patient care at 5B even though he acknowledged fear for his health and that of his family since the extent of AIDS’ contagious nature wasn’t known at the time. He related that he and his wife had a hard time talking about the potential perils.
Saville worked with agency UM on 5B which was acquired by Verizon Media for distribution, including a theatrical run.
CreditsClient Johnson & Johnson Agency UM Production Saville Productions Dan Krauss, Paul Haggis, directors/producers; Rupert Maconick, producer; Drew Eckmann, DP. Editorial Christopher Dillon, editor
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.”
To land the relatable... Read More