Mayo Clinic’s new internal creative agency developed the concept and strategy for this campaign, which centers on words frequently heard by patients and people in a health care setting. Through interventions inspired by Mayo Clinic’s very own technology, these words visibly change from negative to positive in each spot directed by Espadaysantacruz via production company 1stAveMachine.
Included in this mix of commercials is “Imaginable” in which the “un” is removed in a state-of-the-art innovative manner from such words as “unanswerable,” “unconquerable” and “uncurable.”
Credits
Client/Creative Mayo Clinic Mark Pagnano, M.D., medical director-marketing; Sherri Gilligan, chief markting officer; Molly Biwer, chair--brand strategist; Jeff Warnock, director--brand strategy; Wes Weleczki, executive creative director; Chastity Kessler, sr. brand manager; Debbie Schallock, sr. brand specialist; Anna Stassen, group creative director; Joel Stacy, Anthony DiNicola, Sammy Gorelik, June Lee, creative directors; Andy Zetzman, sr. copywriter; Craig Nordeen, sr. art director; Stan Prinsen, executive producer. Production 1stAveMachine Espadaysantacruz, director; Sam Penfield, partner/exec producer; Ella Nuortila, exec producer; Elizabeth Collins, producer; Persona, DP; Brian Branstetter, production designer; Dave Peterson, SPFX supervisor. Editorial, VFX & Finish Studio PPS John Vitagliano, editor; Madison Brigode, sr. producer; Christos Mounzouros, head of postproduction; John Loughlin, head of VFX; John Harrison, lead compositor. Music & Sound Jafbox Sound Joseph Fraioli, SDX & music; Sarah Park, exec producer. LED Volume XR Studios JT Rooney, president; Marissa Johnson, producer. Color Company 3 Joseph Bicknell, colorist. Audio Post SisterBoss Carl White, sound mixer; Annie Sparrows, exec 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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