The technical manipulation that goes into presenting the “perfect” female model’s face in an ad is exposed, calling into question the standards of beauty imposed on women in modern-day society.
CreditsAgency: Ogilvy & Mather Janet Kestin and Nancy Vonk, creative directors; Tim Piper and Mike Kirkland, associate creative directors/copywriters/art directors; Brenda Surminski, producer. Production Company: Reginald Pike Yael Staav and Tim Piper, directors; Tico Poulakakis, DP; James Davis and Josefina Nadurata, executive producers; Jennifer Walker, producer. Shot on location in Toronto. Editorial: Rogue Editorial Paul Gowan, editor. Postproduction: SOHO Doug Morris, executive producer; Stefani Kouverianos, producer; Kevin Gibson, online editor/animator/color correct; Eric Makila and Bob Zagorskis, graphics. Audio: Vapor Music
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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