Gatorade’s new “Messi Don’t Go Down” campaign debuts with a 60-second TV and digital spot featuring soccer superstar Lionel Messi from agency TBWAChiatDay. The work highlights Messi’s unique style of play in which he refuses to dive, flop or give in during adverse situations on and off the field. Messi’s message, according to the commercial, is that “life has more in store for you, if you just stay up.”
Stuart McIntyre of production house Imperial Woodpecker directed the Messi spot with VFX from The Mill.
CreditsClient Gatorade Agency TBWA\Chiat\Day Brent Anderson, executive creative director; Renato Fernandez, worldwide creative director; Mark Peters, creative director; Brian O’Rourke, director of production; Guia Iacomin, executive producer; Chris Spencer, sr. producer. Production Imperial Woodpecker Stuart McIntyre, director; Doug Halbert, Charlie Cocuzza, exec producers; Matt Wersinger, line producer. Editorial Whitehouse Charlie Harvey, editor; Devon Bradbury, assistant editor; Jonlyn Williams, producer. VFX The Mill Bill Higgins, lead 2D artist; Tara DeMarco, Krysten Richardson, 2D artists; Andy Wheater, matte painter; Matt Longwell, Massive (crowd simulation); Enca Kaul, exec producer; Ben Sposato, producer; Pat DeVaney, production coordinator. Postproduction The Mill Adam Scott, colorist; Thatcher Peterson, exec producer. Music Barking Owl Kelly Bayett, creative director; KC Dossett, producer. Sound Design stimmung Gus Koven, sound designer; Kristina Iwankiw, producer. Audio Post Formosa John Bolen, mixer; Hermann Thumann, second mixer; Lauren Cascio, exec producer. Research STALKR Colleen Cavanaugh Anthony, exec producer; Oliver Merchant, producer; Ed Cook, research.
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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