This animated 3D short film is the centerpiece of an initiative from Proximity Barcelona for client Audi Spain that’s designed to help combat gender stereotyping which separates girls in pink from boys in blue.
Directed by Jordi Garcia via Barcelona-based animation studio Post23, the short introduces us to a doll in a toy store who breaks away from the pink side of the aisle to do what boys do–drive an Audi A8 automobile for the first time. The story is a metaphor for the gender stereotyping that still exists in the driving world, which starts in childhood with the mistaken belief that toy cars are only for boys.
CreditsClient Audi Spain Agency Proximity Barcelona Eva Santos, general creative director; Carles Alcon, creative director; Neus Gimenez, Laura Cuni, Edu Escudero, copywriters; Rodrigo Chaparreiro, Ivan Aguado, David Casado, art directors; Patricia Urgoiti, strategic planner; Lluis Garcia, digital producer; Merce Fernandez, director of production; Diana Asenjo, audiovisual producer. Animation Studio Post23, Barcelona Jordi Garcia, director; Bor Arroyo, art director.
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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