Noted documentarian Werner Herzog made his commercialmaking debut with this poignant AT&T-sponsored PSA which introduces us to Xzavier, a boy whose life was changed forever as a result of an accident that was caused by texting while driving–he was walking in a pedestrian crosswalk when struck by a driver who was texting. Herzog directed via Saville Productions for BBDO New York.
CreditsAgency: BBDO New York David Lubars, chief creative officer; Erik Fahrenkopf, LP Tremblay, executive creative directors; Peter Albores, creative director/copywriter; Hunter Fine, creative director/art director; Julie Collins, group executive producer; George Sholley, producer; Melissa Chester, executive music producer. Production Company: Saville Productions Werner Herzog, director; Rupert Maconick, exec producer; Cliff Schumacher, line producer; Peter Zeitlinger, DP. Editorial: Rock Paper Scissors Biff Butler, editor; Eve Kornblum, exec producer; Melanie Gagliano, Toby Louie, producers. Postproduction: Company 3 Stefan Sonnenfeld, colorist. Audio: POP Sound Zac Fisher, audio engineer; Susie Boyajan, exec 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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