Sleep-Eze, an over-the-counter sleep aid, has launched a dreamy new campaign, presenting a wonderfully vibrant and curiously interesting world. Developed by FUSE Create, “Get the Sleep You’ve Been Dreaming Of” targets adults who need relief for occasional nighttime sleeplessness (insomnia) due to overwork, tiredness, or fatigue.
Directed by The Perlorian Brothers via Canadian production house Soft Citizen, the dialogue-free spot features a man waking up eager to face the day, greeted by a morning that looks how a great night’s sleep feels.
He is wearing a purple country and western suit, and his bedroom is decorated with wallpaper filled with puffy clouds. He exits the room through a tiny half-door that opens onto a bright, sunny morning, complete with an oversized copy of The Morning Newspaper featuring the headline “WHAT A DAY!”
The man then spots a purple Sleep-Eze truck that looks like an ice cream truck, with him as the driver. Viewers are then snapped back to reality with a shot of the man waking, for real this time and feeling recharged and ready to face the day. “Get the sleep you’ve been dreaming of,” says the voiceover. “Sleep-Eze. It’s a dream come true.”
“We started from the insight that a good night’s sleep is priceless, not because of the sleep itself, but because of what it brings the next morning–feeling rejuvenated, focused and energetic,” said Steve Miller, executive creative director at FUSE Create. “That was the catalyst to develop a simple but different kind of spot for this category, one that would stand out in a sea of sleepy sameness.”
CreditsClient Prestige Brands/Sleep Eze Agency FUSE Create Steve Miller, executive creative director; Patrice Pollack, creative director; Chloe Kim, Emmanuel Obayemi, art directors; Samuel Rudykoff, copywriter; Annie Rowe, strategist; Andrew Schulze, producer. Production Soft Citizen The Perlorian Brothers, directors; Barry Parrell, DP; Eva Preger, Link York, Rob Burns, exec producers; Merrie Wasson, line producer. Editorial School Ben Canny, editor; David Ngandu, assistant editor; Sarah Brooks, exec producer. Color Alter Ego Wade Odlum, colorist; Daniel Saavedra, color assistant; Spencer Butt, producer. VFX/Finishing Fort York Melissa Vasiliev, online artist; Dylan B. Morgan, online assistant; Armen Bunag, VFX 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.”
To land the relatable... Read More