The Mill has teamed up with TBWAChiatDay NY, TBWAChiatDay LA, MALFOR GOOD and the Climate Reality Project for a new campaign driving awareness on the importance of voting.
Spearheaded by Al Gore, The Climate Reality Project is a community of people committed to turning awareness into action that can save our planet’s species and natural resources.
The campaign stars a photo-real penguin named “Earth” (voiced by social media influencer Liza Koshy) and follows the character through her run for Congress. Throughout her campaign for office, she gives motivational speeches that encourage people to “Vote for Earth.”
“Earth” was brought to life by The Mill, using an innovative new, interactive animation system named Mill Mascot. The award-winning system enabled “Earth” to be digitally puppeteered live on-set using hand gestures, motion sensors and game engine technology, reducing weeks of animation to a single shoot day.
Client The Climate Reality Project Agency TBWAChiatDay New York John Doris, head of production; Marisa Bursteen, sr. producer; Sara Haroldson, producer; Chris Beresford-Hill, chief creative officer; Angelo Maia, Ricardo Franco, associate creative directors; Marie Strycharz, Laura Vancil, creatives. Agency MAL FOR GOOD LA Duncan Milner, group creative director. Production Mill+ Jeff Dates, director; Ian Bearce, exec producer; Tia Perkins, producer. VFX The Mill Katie Kolombatovich, producer; Xuan Seifert, Damian Kwiatkowski, technical artists; Jeff Robins, Kevan Lee, Krissy Nordella, 2D artists; Ryan Federman, Shihan Barbee, 3D artists. (Toolbox: Mill Mascot)
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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