Director Nina Holmgren’s latest work, “Move How You Want,” for Beats By Dre is set to Vince Staples’ track “Magic” from his newly released album. Produced by SMUGGLER for agency Translation, the film is an instinctual and movement-filled piece, crafted around the contagious energy of the one thing which moves us all–the beat.
Set in and around visually heightened worlds, the piece celebrates the diversity of an entire culture unified by music. Both playful and momentous while rooted in authenticity, the film features Staples, Naomi Osaka, Kaia Gerber and Quenlin Blackwell. True to Holmgren crafts a dramatic visual poetry with moments that capture the essence of the brand.
CreditsClient Beats By Dre Agency Translation Dan Blaney, producer; Jason Campbell, executive creative director; Castro Desroches, creative lead; Rachel Leathers, sr. art director; Mia Madrid, sr. copywriter. Production SMUGGLER Nina Holmgren, director; Patrick Milling-Smith, Brian Carmody, Sue Yeon Ahn, exec producers; Chad “Frenchie” Alburtis, productgion supervisor; Sig Culhane, productoin coordinator. Ryan Marie Helfant, DP; Karen O’Brien, producer; Zaida Fakih, 1st AD; Boma Pennebaker, 2nd AD; Miranda Lorenz, production designer; April Custodio, casting director; Jon Boogz, movement director; Camille Garmendia, wardrobe; Neicy Small, hair & makeup; Illanka Verhoeven, Naomi Osaka hair; Autumn Moultrie, Naomi Osaka makeup; Corey Stokes, Vince Staples’ stylist; George Cortina, Kaia Gerber’s stylist. Editorial Cagin Robert Lopuski, editor; Hope DuHaime, sr. post producer. Color Grade Company 3 Sean Coleman, colorist; Matt Moran, producer. VFX Shape + Light Arielle Weir, VFX producer; Rob Trent, managing director/creative director; Miles Kinghorn, lead Flame; Scott Boyajan, exec producer. Sound Design Ballade. Music Vince Staples. Cast Naomi Osaka, Vince Staples, Kaia Gerber, Quenlin Blackwell
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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