Just ahead of the U.S. Open, Morgan Stanley is releasing its first TV commercial highlighting the partnership it entered into earlier this year with the Women’s Tennis Association (WTA). Titled “Boundaries,” the spot features Canadian tennis pro and Morgan Stanley ambassador, Leylah Fernandez, who first made her mark on the tennis world in 2021 at the age of 19. The ad–which features Fernandez-struck tennis balls dusting up boundaries on the tennis court–highlights the power of the partnership between Morgan Stanley and the WTA in providing increased access to the sport and ensuring that “the game is for everyone.”
“Boundaries” was created by agency The Marketing Arm (TMA), and directed by SALSA (Diego Santana Claudino and Guto Azevedo) via production company Raucous Content.
CreditsClient Morgan Stanley Agency The Marketing Arm Harris Wilkinson, chief creative officer; Craig Miller, executive creative director; Claudio Venturini, Mike Brownell, John Bacic, Melissa Matos, associate creative directors; Matt Williams, sr. producer. Production Company Raucous Content SALSA (Diego Santana Claudino and Guto Azevedo), director; Steve Wi, exec producer; Alina Stevens, line producer. Editorial Side Label Kat Yi, editor. Color Royal Muster Gregory Reese, colorist. Audio Rebound Sound Company Jon Persson, sound
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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