With COVID-19 infections on the rise, holidays will feel very different this year. Especially among healthcare workers, many of whom are going on 10 months apart from parents and loved ones. The risk is simply too great. They are on the frontlines battling sickness each day. And privately, they battle isolation and the loss of a life that once included friends, family, even simple pastimes of a shared meal.
In this film from agency 180LA and directed by John X. Carey of Tool, Cox Communications surprises three nurses and connects them with their parents over a shared experience that tastes like home. “Full of Love” is part of a larger initiative Cox calls The Connections Project–aimed at providing human connection where it’s needed most.
“At its heart, Cox is a connections company. What better way to show our appreciation for frontline nurses this holiday season than to connect them with loved ones through a shared experience that tastes like home,” said Rachel Negretti, director, brand strategy & new media, Cox Communications
Mike Bokman, executive creative director at 180LA, added, “If you ever lose hope in humanity, talk to a nurse. Every single one we met inspired us. These nurses risk their lives every day. They do so much for everyone else, it’s nice to be able to do even just a little something for them.”
CreditsClient Cox Communications Agency 180LA, Playa Vista, Calif. Al Moseley, chief creative officer; Mike Bokman, executive creative director; Jason Rappaport, group creative director; Daniel Barak, creative; Amar Marwaha, copywriter; Arvid Harnqvist, art director; Thomas Anderson, producer; Kaleen Ogden, head of strategy; Mauricio Barreda, strategist. Production Company Tool of North America John X. Carey; Laura Macauley, exec producer. Editorial Union Marco Perez, editor.
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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