Honda is taking drivers closer to the road than ever before in its new pan-European Civic campaign, created with Wieden+Kennedy London. Spearheading the campaign is this :60 TV commercial, “Feel More,” which shows that the closer you are to the road, the more you feel. Exploring the drive from a ground-up perspective, the visceral film showcases the sporty Civic, designed for people who truly love to drive.
Directed by Juan Cabral of MJZ, the spot celebrates Civic’s low driving position which makes the driver feel plugged into the car and the road for a more intense experience. What starts as a seemingly ordinary journey to the supermarket becomes a heightened trip of epic proportions.
Creative director Joe De Souza of Wieden+Kennedy London said: “When things are up close and personal–right before your eyes, at your fingertips, under your feet–that’s where it starts to get interesting. Everything’s heightened. So we wanted to communicate the Honda Civic’s low aerodynamic profile and advanced sportiness in a way that felt unexpected and visually interesting. Director Juan Cabral took this insight and helped create the film, shot ‘in camera,’ that shows how the Civic turns an ordinary drive to the shops into a thrillingly exaggerated, joyful ride.”
CreditsClient Honda Agency Wieden+Kennedy London Joe De Souza, creative director; Max Batten, Pete Browse, creatives; Tony Davidson, Iain Tait, executive creative directors; Matt Ellingham, TV producer; Aran Patterson, TV production assistant. Production MJZ Juan Cabral, director; Sookie Foster, producer. Editorial Whitehouse Post Russell Icke, editor. VFX Time Based Arts, London Stephen Grasso, VFX supervisor; Adam Paterson, Leo Weston, Bernardo Varela, Grant White, Linda Cieniawska, Manolo Perez, Matt Shires, Ralph Briscoe, 2D team; David Loh, Ben Cantor & Chris Wood, 3D team; Lisa Ayla, DMP; Lewis Crossfield, color grading; Tom Johnson, exec producer; Sean Ewins, VFX producer.
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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