This campaign designed to affirm the kindness and giving nature of people is tied into the Airbnb community which TBWAChiatDay Los Angeles is positioning in the context of participating hosts sharing not only their homes but also part of themselves. The anthem spot in this “Belong Anywhere” initiative features a baby at home who innately reflects the kindness of human beings.
Lance Acord of Park Pictures directed this centerpiece commercial titled “Is Mankind?” The piece offers up compelling quotes and questions underscoring that kindness is universal and transcends barriers.
CreditsClient AIRBNB Agency TBWA\Chiat\Day Los Angeles Stephen Butler, chief creative officer; Brent Anderson, creative director; Scott Brown, Becky Ginos, creatives; Sue Anderson, writer; Mark Sloan, director of design; Robbie Reynolds, Kevin Reid, designers; Michael Roitman, sr. project manager.; Brian O’Rourke, director of production; Kristin McCarron, digital producer Stephanie Dziczek, broadcast producer; Brian Dougherty, studio manager; David Hoogenakker, Tim Newfang, sr. producers. Media Agency Starcom Production Park Pictures Lance Acord, director; Mary Ann Marino, exec producer. Editorial The Whitehouse Rick Lawley, editor. Music "Once There Was A Hushpuppy" written by Benh Zeitlin and Dan Romer from the 20th Century Fox film "Beasts of the Southern Wild"/Courtesy of 20th Century Fox Film Corp. Audio Post Formosa Group John Bolen, mixer.
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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