A college basketball coach gives his team a pep talk before a tournament game. He tells the players he believes in them so much that he’s already bought plane tickets for the next round of championship play.
Next, we see the coach and his team on the plane–headed home after losing.
Good thing that Southwest has a no-change fee so the coach doesn’t have to pay any more for a team flight he hadn’t planned on.
Part of the “Behind Every Seat Is A Story” campaign, this spot titled “Coach” was directed by Seth Gordon via Community Films for agency GSD&M, Austin.
CreditsClient Southwest Airlines Agency GSD&M, Austin, Texas Jay Russell, chief creative officer; Ryan Carroll, Scott Brewer, group creative directors; Ross Aboud, Ryan Martindale, creative directors; James Hoke, Rusty Broome, associate creative directors; Ryan Warner, art director; Chase Stevens, Justin Han, writers; Jack Epsteen, director of production; Becky Carrel, sr. producer; Andrew Teagle, chief strategy officer; Elena Claro, Whitney Wofford, sr. strategists; Jefferson Burruss, VP, exec producer; Cee Ng, sr. digital producer. Production Community Films Seth Gordon, director. Editorial Cabin Chan Hatcher, editor. Music Shindig
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