As mobile phones are seemingly getting a hard time, criticized for how overuse of them hurts the quality of life, Three UK is taking on the cynics and bringing some balance to the debate with its new brand campaign, “Phones Are Good.”
To extol the virtues of smart phones, this Three spot directed by Ian Pons Jewell of Friend London for Wieden+Kennedy London humorously reimagines pivotal moments in history, demonstrating in each scene how much better things would have been if phones had been available–from starving cavemen ordering Deliveroo, to Henry VIII’s wives avoiding a dire fate thanks to Tinder.
CreditsClient Three UK Agency Wieden+Kennedy London Hollie Walker, creative director; Tom Bender, Tom Corcoran, creatives, Iain Tait, Tony Davidson, executive creative directors; Andy Wright, strategy director; Rachel Hamburger, strategist; Richard Adkins, TV producer; Aran Patterson, TV production assistant. Production Friend London Ian Pons Jewell, director; Luke Jacobs, exec producer; Jon Adams, producer; Mauro Chiarello, DP; Mark Connell, production designer; Ameena Callender, costume designer. Production Services Radioaktive Film. Editorial Cut+Run Ben Campbell, editor; Chris Hutchings, edit assistant; Ruth Minkley, edit producer. VFX Time Based Arts James Allen, VFX supervisor; Josh Robinson, VFX head of production; Sean Ewins, VFX production assistant; Luke Todd, lead VFX artist; Simone Grattarola, colorist; Matt Jackson, Leo Weston, David Birkhill, Stephen Grasso, Jamie Crofts, Flame artists; Leandro Vasquez, Matt Shires, Bernardo Varela, Sarah Breakwell, George Cressey, Ralph Briscoe, Manolo Perez, Nuke artists. Oscar Diez, James Spillman, Mike Battcock, Jon Park, James Mann, Nigel Timms, Daniel Davie, Gareth Bell, Cesar Eiji Nunes, David Loh, Michael Hunault, Federico Guzzardo, Florian Mounie, Dan Hope, CG artists; Lisa Ayla, Sylvie Minois, matte painters. Sound 750mph Sam Ashwell, Jake Ashwell, sound designers; Mary-Ann D’Cruz, sound producer. Music Supervision Mr. Pape John Connon, music 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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