McCann New York launched a campaign for the New York Lottery which includes this music video-style spot directed by Christian Breslauer of London Alley.
The :30 features a signature song, “Sounds Grande,” as we see our featured music video protagonist get into the lotto spirit thanks to the new GRANDE Scratch-Off Games (up to $3 million in cash prizes, and a chance drawing for one of 100 VIP trips to Billboard Latin Music Week in Miami).
The new lotto games were designed by McCann Design, inspired by the colorful storefronts of New York bodegas.
Client New York Lottery Agency McCann New York Shayne Millington, chief creative officer; Pete Johnson, EVP, executive global creative director; Jacopo Biorcio, Danny Price, group creative directors; Jess Bass, Talia Rapp, creative directors; Maria Useche, Gabby Gonzaga, art directors; Isabella Leon, Kayla Andersen, copywriters; Matt van Leeuwen, EVP head of design; Emely Perez, VP design director; Chocho Han, Inkyung Hur, designers; Crissy Cicco, executive producer; Matthew Silverman, sr. producer; Laura Frank, EVP, executive strategy director; Emily Brown, SVP, group strategy director; Elise Rodriguez, associate strategy director; Kyla Jackson, strategist; Jamie Jou, director of music, BA licensing; Colleen Dahlstrom, sr. music producer; Madison Rowe, jr. music producer; Francisca del Basto, associate creative director (Casanova//McCann); Cesar Davila, copywriter (Cassanova//McCann). Production London Alley Christian Breslauer, director; Sandy Haddad, Matthew Kauth, exec producers; Victoria Pierce, bidding producer; Rob Smyth, line producer; Pierre Cailliarec, AD; Federico Tamburini, DP; Kristen Vallow, production designer. Editorial London Alley Ivan Ovalle, postproduction supervisor; Luis Caraza, editor; Chloe Scrushy, Tanner Jackson, assistant editors. Sound Sonic Union Rob McIver, sound mixer; Alex Thiel, assistant engineer; Justine Cortale, studio director; Gina Petrarca, producer. VFX Mathematic Hadi Dahrouge, exec producer; Vincent Blin, VFX supervisor; John Ashby, VFX supervisor (on-set); Minh Ly, Jeremy Dumetre, VFX producers; Albin Gueheneuc, VFX coordinator. Color Company 3 Matt Osbourne, colorist; Shannen Troup, producer. Music Jingle Punks Matt Chambless, executive creative director.
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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