A wedding ring–carrying a big “It” diamond–falls off a woman’s finger and down the kitchen sink drain, winding its way through the pipes of the apartment building as we see other residents with their “It” items purchased on eBay. Ultimately the treasured ring goes through the city’s plumbing and is dischared out into a sea full of fish. Cut to the original woman and her hubby eating salmon for dinner. After taking a big bite, she spits out the “It” ring.
CreditsAgency: BBDO North America, Atmosphere BBDO David Lubars and Bill Bruce, chief creative officers; Greg Hahn, executive creative director; Chris Toland, creative director; Reuben Hower, copywriter; Brandon Mugar, art director; Grant Gill, executive producer; Loren Parkins, executive music producer. Production Company: Smuggler,Stillking Films | Prague Stylewar, director; Damien Morrisot, DP; Brian Carmody and Patrick Milling Smith, executive producers. Shot on stage in Prague.,Lida Ordnungova, producer Editorial: MacKenzie Cutler Gavin Cutler, editor; Melissa Miller, executive producer; Erik Laroi, assistant editor. Postproduction: Company 3 New York Tim Masick, colorist. Visual Effects: MassMarket Justin Lane, VFX producer; Bernadette Castillo, producer; Chris Staves and Joe Vitale, Flame artists; Dave Barosin, Joon Le, Hae-yeon Lee, CG artists; Ella Boliver, rotoscoper. Sound Design: MacKenzie Cutler Lewis Herrin, sound designer. Audio: Sound Lounge Philip Loeb, mix
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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