From Silicon Valley to business media to our culture at-large, talk of the latest trend or “the next big thing” often results in a lot of fluff and little substance. For people who work in information technology, the pressure to be “future-facing” can be especially intense. Tech solutions provider CDW understands the challenges their IT customers face in staying up to date. To demonstrate that CDW can help them separate the hype from reality, Ogilvy Chicago created workplace “modernization guru” Future Strong, CEO and founder of company Modern Modernization Today.
The tongue-in-cheek effort launches with an unbranded three-minute film that introduces Strong, played by actor Damian Young (Ozark, House of Cards) and his unconventional approach to business modernization. The film was directed by Jess Coulter of O Positive and shot in Los Angeles. Coulter earned a slot earlier this year in SHOOT's New Directors Showcase.
The film drives to campaign website featuring a digital catalog of “the edgiest cutting-edge” products, as well as legitimate tech solutions from CDW designed to help companies modernize “the right way.”
It’s part of CDW’s long-running “People Who Get IT” campaign and is running in digital and social media as well as radio and TV, into 2020.
Client CDW Agency Ogilvy Chicago Dave Loew, executive creative director; Pat Seidel, Chris Rose, Joe Ondrla, creative directors; Mike Diedrich, executive producer. Production O Positive Jess Coulter, director; Ralph Laucella, Marc Grill, exec producers; Devon Clark, producer; Eric Steelberg, DP. Editorial Optimus Matt Glover, editor; Tracy Spera, exec producer. Editorial Eyepatch@Ogilvy Chris Mines, editor; Corby Dodge, exec producer. Music Human Justin Hori, composer; James Wells, exec producer.
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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