Now in its seventh year, Apple celebrates Chinese New Year with a Shot on iPhone film that introduces us to a girl battling with insecurities about herself and her physical appearance.
Titled Little Garlic, this short shows the lass coming to a self-realization about how to overcome insecurities by being yourself and not falling prey to others’ definition of physical perfection. It’s a timely and relevant message addressing the insecurity felt by Gen Z in China.
Marc Webb directed via RadicalMedia which produced the short along with Shanghai’s M Production for agency TBWAMedia Arts Lab Shanghai.
Webb, whose credits include The Amazing Spider-Man, teamed with screenwriter Pan Yiran (the hit TV drama The Long Season) and Chinese star actress Fan Wei on Little Garlic, which also benefited from the contributions of emerging talents such as DP Cecile Zhang and art director Li Anran.
Features from iPhone 15 Pro Max including 5x optical zoom, Action and Cinematic modes, were deployed to delicately and creatively bring the issue of insecurity to life through film.
CreditsClient Apple Agency TBWAMedia Arts Lab Shanghai, working with screenwriter Pan Yiran Production RadicalMedia US, M Production Shanghai Marc Webb, director; Cecile Zhang, DP; Li Anran, art director. Music Varqa Buehrer
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