Apple follows its touching, Emmy-winning “Misunderstood” Xmas holiday spot from 2013 with another tug-at-the-heartstrings piece for the 2014 yuletide season, again directed by Lance Acord of Park Pictures. This time, a girl creates a gift for her grandmother, blending the latter’s phonograph recording of “Our Love Is Here to Stay” with a new performance by the granddaughter of the same American Songbook standard. The young lass works on her iPad to create the new, stirring, touching duet.
The grandmother listens to the duet as she looks at old photographs–which her granddaughter has collected–chronicling a loving life well spent.
Agency is TBWAMedia Arts Lab.
CreditsClient Apple Agency TBWA\Media Arts Lab Production Park Pictures Lance Acord, director. Editorial Exile Eric Zumbrunnen, Matt Murphy, editors. Post/VFX Girl Overboard Ben Gibbs, visual effects creative director/color correction; Jan Cilliers, VFX supervisor.
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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