State Farm is collaborating with The Walt Disney Studios to celebrate the release of Haunted Mansion, a feature film which comes out later this month. As part of this collaboration, State Farm has released an original spot featuring Jake from State Farm interacting with Gabbie, the Mansion’s new owner (played by the actress Rosario Dawson). The spot was created by TMA (The Marketing Arm), along with the Walt Disney Studios, the Haunted Mansion team and Soapbox Films (a frequently used Disney production house).
Titled “Property Damage,” the commercial is part of State Farm’s ongoing “What if” campaign, which leans into the concerns people have around the potential outcomes of homeownership. In it, we see Jake from State Farm walking with Gabbie, and explaining how State Farm can help with her insurance needs–all in the midst of some haunting circumstances.
Christopher Alender directed via Soapbox.
CreditsClient State Farm Walt Disney Studios Motion Pictures Agency The Marketing Arm Harris Wilkinson, chief creative officer; Rick Utzinger, executive creative director; Dave Wasserman, SVP, creative; Whitney Hill, VP, group creative director; Claudio Venturini, Mike Brownell, associate creative directors; Josh Johnson, sr. art director; Chloe Rockel, Claire Randall, sr. copywriters; Matt Poness, sr. producer. Production Company Soapbox Films Christopher Alender, director/exec producer; Ricky Lam, Jennie Schmidt, producers. Editorial Soapbox Films Brian McGuire, editor; Marissa Messier, Christopher Alender, producers. Color Picture Head Marc Fisher, colorist; Sam Carpenter, producer. Finish Picture Head Adam Litwinski, Michael Forrest, editors; Sam Carpenter, producer. Audio Picture Head Curt Cash, engineer; Sam Carpenter, 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.”
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