“If not now, then when? That’s the sentiment behind Northwestern Mutual’s new fully integrated, cross-platform advertising campaign created by agency Mirimar and featuring an anthem film as well as several commercials directed by Niclas Larsson of MJZ and lensed by Oscar-winning (La La Land) cinematographer Linus Sandgren
Northwestern Mutual’s proprietary research revealed that Americans have an overwhelming desire to pursue their dreams now, rather than wait for that elusive “someday.” Yet, financial insecurity is preventing them from going after what’s most important. The “Great Realization” campaign is a cultural rallying cry for all Americans who have been delaying their dreams to put their priorities into sharp focus and act by creating a financial plan.
This anthem film shares and articulates the “Great Realization,” bringing the emotive stories in the individual commercials to the fore, introducing its protagonists–a young chef who wants to start her own restaurant, leaving the big city to get back to her roots; a young family planning an extended trip to Japan so their son can connect with his heritage; and a workaholic dad who decides to take the kayaking trip of a lifetime with his daughter.
“We’re proud to partner with Northwestern Mutual and make work together that taps into a cultural truth and people everywhere seizing the life experiences they’ve been held back from or put off,” said John McKelvey, founder and chief creative officer of Mirimar. “There’s an urgency to enjoying life we all feel now and ‘The Great Realization’ movement embraces this.’’
Client Northwestern Mutual Agency Mirimar John McKelvey, founder, chief creative officer; Luke McKelvey, founder, managing director; Nick Morrissey, executive creative director; Meredith Chase, chief strategy officer; Eron Broughton, Mike Egan, Josh Braithwaite, creative directors; Winston Farley, copywriter; James Kunzler, art director; Bella Davies, jr. art director; Amy Berriochoa, sr. producer. Production MJZ Niclas Larsson, director; Linus Sandgren, DP; David Zander, president/co-founder; Erik Krumins, exec producer; Jacqueline Wilkinson, producer. Editorial Cabin Editorial Carla Luffe, editor; Doug Scott, sr. cutting assistant; Katy Lester, producer; Britt Carson, sr. producer; Adam Becht, exec producer. VFX KEVIN Tim Davies, executive creative director/partner; Sue Troyan, sr. exec producer/partner; Jamie Schakel, sr. VFX producer; Pete Smith, on set VFX supervisor; Steve Gibbons, compositing lead; Rob Winfield, Susanne Scharping, 2D; Miguel Delcan, design. Color Company 3 Sophie Borup, sr. colorist; Julia Paskert, head of production, short form; Alexandra Lubrano, producer, short form. Music/Sound Design & Mix Barking Owl Kelly Bayett, creative director/co-founder; KC Dossett, sr. producer; Barking Owl, composer; Mike Franklin, sound design/mix; Beau Manning, assistant.
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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