Central to Apple’s holiday campaign from TBWAMedia Arts Lab is this moving long-form animated film about a young woman who hides her creativity. The film, “Share of Your Gifts,” conveys the highs and lows of creative expression, and is an ode to having the self-belief to put yourself out there and share your creativity. Up and coming 16-year-old singer and songwriter, Billie Eilish, lends her voice and music writing skills with an original song she created for the film aptly titled, “come out and play.”
No stranger to the creative process, Eilish began writing her own music and lyrics at 11. She was signed to Interscope at 14, and by 15, she had her first viral hit. Last summer, she released her debut EP “Don’t smile at me.” Using her Mac and Logic Pro X, Billie along with her producing partner and sibling, Finneas O’Connell, created “come out and play” in her parent’s home. The unique animation of the film coupled with Billie’s emotional lyrics and soulful voice builds into an inspirational rallying cry to overcome creative barriers and make something wonderful. Apple teamed up with Billie to show that you don’t need to be in a recording studio to share your creativity, all you need is your iPhone or MacBook to start creating.
The short was produced by Buck Design.
CreditsClient Apple Agency TBWAMedia Arts Lab Production Buck Design Music Billie Eilish, singer/songwriter; Finneas O’Connell, 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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