“Wouldn’t It Be Nice” is the Beach Boys tune which drives this anthem depicting AT&T building a world where people and things speak a common language so that everything is more seamless, interconnected, and in tune–with you. Vignettes showing this connection include: a pregnant woman in an ambulance being rushed to the hospital as a traffic light instantly turns to green to send her on her way; a youngster who’s lost at a mall reunited with his parent thanks to wristwatch tracking technology; and a janitor who cleans a department store with a synchronized squad of robot vacuums.
Noam Murro of Biscuit Filmworks directed for BBDO New York.
CreditsClient AT&T Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Matt MacDonald, executive creative director; Matt Vescovo, creative director; Bill Heater, copywriter; Marc Klein, art director; Julie Collins, group executive producer; Diane Hill, executive producer; Sasha White, assistant producer Melissa Chester, executive music producer. Production Biscuit Filmworks Noam Murro, director; Eric Schmidt, DP. Music Human Sloan Alexander, composer. Editorial Rock Paper Scissors Stewart Reeves, editor; Luke Mcintosh, assistant editor. Visual Effects Method
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