To artfully illustrate that the 2019 MINI Countryman has enough space for even the biggest adventures, the automaker challenged noted artists to create short films in their signature styles. One such film, “Camping,” came from Brooklyn, NY-based diorama duo Nix + Gerber. It’s an intricate work of art entirely created and filmed inside the trunk of the surprisingly spacious 2019 MINI Countryman.
Nix + Gerber crafted a perspective-bending intergalactic camping trip in “Camping.” Nix + Gerber’s campsite dioramas were shaped using various types of foam, wire, flock, dirt and rocks, while characters like the miniature astronauts were sculpted with a bake-able polymer clay that took three full days to set and dry.
The campaign came from the creative ensemble at agency 360i.
MINI is an independent brand of the BMW Group. In the United States, MINI USA operates as a business unit of BMW of North America.
CreditsClient MINI USA Agency 360i, New York Menno Kluin, chief creative officer; Rachel Dolinsky, Derekh Froude, creative directors; Colin Pearsall, VP, head of integrated production; Kristina Kane, executive producer; Shayna Blase, producer; Felicia Zhang, VP, strategy; Katya Kotlyar, sr. strategist. Production Nix + Gerber Studio, Brooklyn, NY, First Hunt Films Lori Nix, Kathleen Gerber, artists; Fletcher Wolf, director/DP; David Olsmated + First Hunt Films, producers. Postproduction Bobby Wagnerman, colorist. Sound Design Silver Sound. Music Tarcisio Longobardi, composer.
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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