This spot explores what drives the world’s best soccer players. Certainly a great play–a dribble or shot by an opponent–can spark a superstar player to be even better, but ultimately it’s an intense rivalry that can prove to be the most compelling motivator. Showcased are the rivalry of the greatest clubs in the world in the most competitive arena: UEFA Champions League. And of course Gatorade fuels the great players–such as Lionel Messi and Alexis Sanchez–in the greatest rivalries.
Cassiano Prado of TWIN directed this commercial titled “Dribble Effect”–part of Gatorade’s “The Best Fuel The Best” campaign–for TBWAChiatDay Los Angeles.
CreditsClient Gatorade Agency TBWAChiatDay Los Angeles Brent Anderson, executive creative director; Renato Fernandez, worldwide creative director; Mark Peters, Doug Menezes, creative directors; Brian O’Rourke, director of production; Guia Iacomin, executive producer; Kaitlin Moore, sr. producer. Production TWIN Cassiano Prado, director; Andre Faccioli, DP; Thomas Habermeyer, managing partner; Chad Muserlian, producer; Sophia Portz, jr. producer. Editorial The Cartel Edward Line, editor; Micah Chase, assistant editor; Lauren Bleiweiss, exec producer; Lauren Pullano, producer. VFX MPC Gizmo Rivera, lead compositor; Jim Spratling, Vivian Wei, Janice Tso, Edward Anderson, Chris Moore, compositors; Brendon Echsner, lighter; Nate Lapinski, FX; Luis Rodriguez, Ted Abeyta, trackers; Rodrigo Carrasco, modeler; Karen Anderson, sr. producer; Hillary Thomas, producer; Dori Sharvit, coordinator. Postproduction MPC Ricky Gausis, colorist; Dimitri Rajapakse, color assist; Meghan Lang, exec producer, color; Rebecca Boorsman, color producer. Music The Hives: “Come On” Sound Design stimmung Gus Koven, Bill Flynn, sound designers; Ceinwyn Clark, exec producer; Kristina Iwankiw, producer. Audio Post Lime Studios Mark Meyuhas, mixer; Loreen Silber, second mixer; Susie Boyajan, 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.”
To land the relatable... Read More