Conceived by San Francisco agency Nice & Company, this 30-second spot “From Here To There To You” for Crystal Geyser Alpine Spring Water used four DJI Ronin drones to capture dramatic footage from the Mount Shasta and Mount Whitney springs, eventually sweeping down to a young woman enjoying a bottle of the refreshing H20 on the beach.
“We decided to focus on the unique differentiator that Crystal Geyser offers in that the water is truly bottled directly at the source. With so many water companies, you really don’t know what you’re getting, and we wanted to show the beauty of the majestic landscapes where Crystal Geyser water comes from,” said Nice & Company’s ECD Doug Finelli.
Brendan Williams directed and shot the commercial via production house A Common Thread.
CreditsClient Crystal Geyser Agency Nice and Company, San Francisco Doug Finelli, executive creative director; Val Beckwith, sr. art director; Troy Courtney, producer. Production A Common Thread Brendan Williams, director/DP; Jason Richardson, line producer. Postproduction Troy Courtney, offline editor, compositor; Brian Collins, compositor. Sound Design Ross Batten Audio Post John Chominsky, mixer. Color Apache
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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