This “For All It’s Worth” :90 created by TBWAChiatDay LA for Principal Financial bucks the ad norm in the financial services category which typically focuses on achievement/numbers and the end goal. Instead this campaign differentiates wealth from worth–the worth of family, the emotional benefit that financial savvy can bring whether you already have wealth or are just starting out.
Directed by Diego Contreras of RESET Content, the spot also brings a much needed shot of optimism to the marketplace, underscoring a brand promise to help people/businesses feel and become more financially confident.
CreditsClient Principal Financial Agency TBWAChiatDay LA Jason Karley, group creative director; Ryan Buckley, sr. art director; Mark Winters, sr. copywriter; Liz Cartwright, creative director; Garrison Askew, sr. producer; Jessie Glenn, production coordinator; John Hickman, group strategy director; Jesse Unger, strategy director; Patrick Cooper, sr. strategist. Production RESET Content Diego Contreras, director; Deannie O’Neil, exec producer; Darrin Ball, line producer. Editorial Cabin Editorial Isaac Chen, editor; Brian Meagher, Matt Simmons, assistant editors; Mary Stasilli, producer. Color a52 Daniel de Vue, sr. colorist; Jenny Bright, producer. Post/VFX Shape+Light Cara Lehr, exec producer; Rob Trent, creative director; Bethan Thomas, Crystal Rossman, producers; Miles Kinghorn, lead Flame artist; Mandy Sorenson, Paul Heagney, support Flame. Post/Animation Alex Hicks, motion graphics designer. Music KOM Philip Kay, composer; Andy Oskwarek, producer. Audio Post Lime Studios Joel Waters, mixer; Susie Boyajan, exec producer; Collin Thomas, assistant mixer.
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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