Director Marc Forster–whose feature filmography includes Monster’s Ball, Finding Neverland, Stranger than Fiction and The Kite Runner–has teamed with agency Venables Bell & Partners to herald the arrival of the 2018 Audi S5 Sportback.
For the spot, Forster pays tribute to the greatest racehorse of all time–Secretariat. Forster uses the Triple Crown winner–a horse synonymous with exceptional performance and high intelligence–as a metaphor for the new Audi vehicle.
“Perspective is very powerful. The way we see something is how we define its meaning and value. What I found most inspiring about the parallel between Audi and Secretariat is how this metaphor, this perspective, translates history into art and shifts how we think of something, so that we feel something,” said Forster who directed the commercial, titled “Secretariat,” via production house Tool of North America.
Client Audi Agency Venables Bell & Partners Paul Venables, founder, chairman; Will McGinness, partner/executive creative director; Justin Moore, creative director; Avery Oldfield, art director; Adam Wolinsky, copywriter; Craig Allen, director of integrated production; Emily Tarran, associate producer. Production Tool of North America Marc Forster, director; Oliver Fuselier, managing partner; Brad Johns, executive producer; Ian Flavey, head of production; Lee Trask, producer; Matthias Koenigswieser, DP. Editorial Lumberyard Naomi Goodman, editor; Raquel Bedard, director of Lumberyard; Jenna Van Deventer, post producer. Music Human Gareth Williams, composer/creative director; Jonathan Sanford, exec producer. Sound Design/Audio Post 740 Sound Chris Pinkston, sound designer/mixer; Scott Pinkston, assistant mixer; Scott Ganary, exec producer; Jeff Martin, producer. VFX Framestore Chris Eckardt, VFX shoot supervisor; Michael Ralla, VFX & comp supervisor; Alex Villabon, Kingsley Rothwell, 2D artists; Sarah Marikar, Ryland Bowen-Johnson, Flame; Todd Herman, CG lead; Katie Schiffer, Anthony Thomas, CG artists; James Razzall, exec producer; Morgan MacCuish, VFX producer; Jamie Runkle, VFX coordinator; Jake Keller, Heiro editor. Color Company 3 Sofie Borup, colorist; Alexandra Lubrano, 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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