A gamer is seated on the couch, transfixed on a video game. He tells his roommate, who’s just come home from work, that a package came for him. The roomie doesn’t look too pleased that the box–a delivery order from Frys.com (the online site of regional retailer Fry’s Electronics)–has been opened, but a smile comes to his face when he looks at the contents. He then exits out of sight into the adjoining room. Suddenly all the power goes out and a bright light flashes. The roommate disappears. Turns out the component from Frys.com was the missing piece to a time travel machine. An end tag identifies the sponsor, Frys.com, accompanied by the slogan, “Welcome home, tech heads.”
CreditsAgency: DGWB Advertising & Communications Jon Gothold, executive creative director; Dave Swartz, John Zegowitz, creative directors; Joe Cladis, associate creative director/art director; Steve Harbour , creative director/copywriter; Stan Chow, designer, Scott Seltzer, producer. Production Company: Zoo Simon West, director; Gower Frost, executive producer; Dawn Fanning/ prdoucer; Matthew Libatique, DP. Editorial: Babbage Industries, Santa Monica T.G. Herrington, editor Postproduction: The Syndicate Beau Leon, colorist Visual Effects: The Syndicate Verdi Sevenhuysen, Flame/visual effects artist; Kim Evans, producer. Sound Design: Stimmung Reinhard Denke, sound designer Audio: Eleven Jeff Payne, 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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