Through its relationship with LVMH, Droga5 NY started working on a project for one of that client’s latest brands, Clos19.
Clos19 is a new online lifestyle retail platform, offering exceptional services, products and experiences from the champagnes, wines and spirits “world” of LVMH.
Kicking off Droga5’s “Bring Them In” marketing campaign marking the expansion of the Clos19 platform into the American market is this short film directed by Mike Mills via production house MJZ. Mills was nominated this year for a Best Original Screenplay nomination for 20th Century Women, which he also directed.
The premise for the “Bring Them In” campaign draws from the consumer insight that there has been a fundamental shift in the way people are purchasing and drinking today. E-commerce had been dominating growth in off-trade sales, while a new generation of younger consumers increasingly preferred to stay in on nights and weekends, reserving their spare time for more intimate and meaningful gatherings.
Through strategic analysis of the broader champagnes, wines, spirits and experiences category, Droga5 discovered that this desire is at odds with the world of carefully crafted online personas and instant friendships conjured by right swipes on our phones, where little room is left to nurture real, time-tested friendships. As a brand that aims to inspire the art of hosting and intimate get-togethers between friends, Clos19 was positioned to address this unanswered need.
Credits
Client Clos19 Agency Droga5 New York David Droga, creative chairman; Ted Royer, chief creative officer; Alexander Nowak, executive creative director; Adrian Chan, sr. art director; Michael Lopez, sr. copywriter; Mariana Oliveira, copywriter; Joaquin Salim, art director; Rich Greco, design director; Alison Lee, jr. designer; Sally-Ann Dale, chief creation officer; Jesse Brihn, Bruyan Litman, co-directors of film production; Ruben Mercadal, associate director, film producer; Anders Hedberg, executive producer, film; Jamil McGinnis, film producer; Justin Durazzo, Tasha Cronin, co-directors of interactive/experiential; Alyssa Cashman, producer, interactive; Mike Ladman, music supervisor. Production MJZ Mike Mills, director; David Zander, president; Emma Wilcockson, exec producer; Youree Henley, producer; Evan Prosofsky, DP; Victoria Morris, production designer; Shirley Kurata, wardrobe stylist; Holly Vesecky, floral designer. Editorial Rock Paper Scissors Olivier Bouge Coutte, editor; Michael Shugarman, assistant editor; Eve Kornblum, exec producer; Jenny Greenfield, producer. Postproduction a52 Kim Christensen, exec producer; Drew Rissman, producer. Music Roger Neill Audio Post Lime Studios Zac Fischer, mixer.
FCB Health New York, an IPG Health company, and SAFE Project have joined forces to create “The Snowball,” a short film that spotlights winter as a common catalyst for dangerous increases in alcohol consumption. In collaboration with creative studio LOBO, “The Snowball” combines a compelling visual metaphor with cutting-edge animation and a haunting soundtrack from Billie Holiday.
As millions embrace “Dry January,” the onset of colder, shorter winter days still leads to an uptick in alcohol misuse, which can lead to liver cirrhosis and other medical maladies and dangerous consequences for one’s life. Speaking to casual drinkers, “The Snowball” visually illustrates how anyone is at risk of becoming addicted to alcohol during this time of year when external climate variables can lead to excess consumption, even if the drinker does not immediately realize it.
Making good on the metaphor, the film follows one man as a quick liquor run gradually devolves into a full-blown addiction as a snowball gradually grows beside him, engulfing his whole life and eventually causing his demise. Set to the tune of Billie Holiday’s “Everything I Have Is Yours,” the film’s pathos is drawn from the sonic integrity of Holiday’s original recording maintained in the sound design as well as the singer’s tragic battle with substance abuse.
This entirely animated film was created using a hands-on, collaborative process rooted in traditional animation techniques, with every aspect of the artwork creation, design, and craftsmanship crafted entirely by human hands. AI-driven tools and processes were brought in during the animation rendering stage, helping the film achieve a distinct visual style that would have been difficult to achieve through... Read More
