Petco unveiled a timely mental health campaign, which includes this spot entitled “What Now?” Created by Droga5 NY, this work marks the latest chapter in the brand’s “It’s What We’d Want If We Were Pets” platform and couldn’t come at a more critical moment as all pets–including the more than 11 million new furry friends that came into our homes during the pandemic—are experiencing a dramatic shift in family routines as kids return to school and pet parents spend more time away from home.
The hero film shows a human pet owner experiencing what his dog is going through left alone at home during this time. The goal is to awaken pet parents to the mental health needs of their pets during this transition. Directed by David Shafei via production company World War Seven, the film explores the separation and social anxiety issues that could arise if a proper plan isn’t put in place. Our pets have been there for us through one of the toughest times in recent history. Now, it’s our turn to be there for them.
With 68% of American households being pet parents, and many new pets adopted during the pandemic, the film points households online to Petco’s free four-week mental health training guide to help them prepare. Designed in collaboration with Petco’s Pet Wellness Council, this new guide aims to educate and equip pet parents with the knowledge and tools they need to put their pet’s mental health top-of-mind during this transition.
CreditsClient Petco Agency Droga5 New York Tim Gordon, Felix Richter, co-chief creative officers; Scott Bell, executive creative director; George McQueen, Tom McQueen, creative directors; Richard Langhorne, Chase Kimball, sr. copywriters; Zach Madrigal, Jesse Brown, sr. art directors; Nate Scott, executive design director; Lia Sfiligoj, sr. designer; Dave Stephenson, executive producer, film; Volney Guzman, sr. producer, film; Lindsay Squires, associate producer; Michael Ladman, sr. music supervisor; Harry Roman-Torres, chief brand strategy officer; Tom Haslow, group strategy director; Kaveri Gautam, strategy director; Justin Schneider, group communications strategy director; Molly Klein, communications strategist. Production Company World War Seven David Shafei, partner/director; Josh Ferrazzano, exec producer; Megan Pfaffenroth, head of production; Michael Mitchel, line producer. Editorial Arcade Dave Anderson, editor; Sam Barden, cutting assistant; Drew Neuhart, assistant editor; Alexandra Leal-Allen, post producer; Sila Soyer, exec producer. Postproduction Parliament Music Mr. Pape Ben McAvoy, composer; Brandy Ricker, music supervisor (freelance). Audio Heard City Evan Mangiamele, mixer; Sasha Awn, exec producer. Color Company 3 Tim Masick, colorist; Kevin Breheny, color 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