Director Kimberly Stuckwisch, who recently joined Scheme Engine for her first U.S. commercial representation, has made her spot helming debut with this K-Pop inspired :60, “Whole Bag Kinda Night,” for SkinnyPop popcorn out of agency 360i.
The commercial pays tribute to stay-at-home snacking, which has escalated during the pandemic, while positioning SkinnyPop as one of the hottest snacks on the market. Protagonists are four diverse women going gung-ho for the popcorn as choreography, music, comical lyrics, style and a hip vibe kick in.
“Whole Bag Kinda Night” premiered on Dick Clark’s New Year’s Rockin’ Eve on ABC.
Stuckwisch is already well known for her music video work, including clips for Margo Price, Jeremy Ivey, Samm Henshaw and Broken Bells. Last year, Stuckwisch directed Olivia Rodrigo's Sour Prom, a 27-minute concert film which was nominated for Best Special Video Project at the 2021 UKMVAs.
CreditsClient SkinnyPop Agency 360i Devon Hong, executive creative director; Jen Lu, Eric Dennis, Fati Jahi, Mike Cuthell, creative directors; Brian Gartside, group design director; Andrea Rastogi, executive producer; Adrienne Darnell, sr. producer. Production Scheme Engine Kimberly Stuckwisch, director; Jannie McInnes, exec producer; Andrea Bernick, producer; Cristina Dunlap, DP; Griffin Stoddard, production designer; Monika Felice Smith, choreogrpaher; Damian Bao, casting; Chloe and Chenelle Delgadillo, wardrobe; Nathaniel Dezan, hair; Miriam Nichterlein, makeup. Editorial PS260 Matt Posey, editor; Laura Patterson, exec producer. Color Company 3 Joseph Bicknell, colorist. Music Composition & Mix Heavy Duty Talent Keren Ashri, Josett Monk, Sarang Cho, Kyla Bullings
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 brandโs 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 โA New York Minute,โ 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 brandโs own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuriโs jewelry makes an appearance as the best supporting actor.
โWhen 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 โcampaignโ could be,โ said Jacob Jordan, chief brand officer, Mejuri. โGia 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 Mejuriโs values of celebrating women as their truest selves. I canโt wait for us to continue to tell the next chapters of this story.โ
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