Droga5 created three short, cinematic films produced by London-based Riff Raff Films (which maintains a creative relationship with The Directors Bureau, L.A.) and directed by English duo The Sacred Egg (Ed Kaye and Alex Mavor) for client MailChimp, an email marketing service. Starting with its name, MailChimp has been a beacon for not blending in. Although people have infamously mispronounced or mistaken their name, MailChimp is not so concerned with what people call them. They’d much rather show you who they are. Because they believe the best way to build relationships with customers, fans or anyone else is to be yourself. For them, that means having some fun with their name.
So Droga5 does just that, being playful with all the different ways people might say “MailChimp.” In the short titled “Jail Blimp,” we are taken to a youngster’s birthday party over which a blimp piñata hovers. When the piñata is inevitably split open, a prison break is sparked. Instead of candy and other treats, mini-convicts emerge from the dirigible, making their descent to freedom.
The films are just a small part of a larger, integrated campaign called, “Did You Mean…?” which will continue to roll out through the next few months. The films have hit the silver screen in select theaters in New York, Los Angeles, Chicago, San Francisco and Atlanta, among other cities. Films are also available online and will appear on TV starting Feb. 20.
CreditsClient MailChimp Agency Droga5 Production Riff Raff Films, The Directors Bureau The Sacred Egg, directors; Ben Todd, DP; Eric Kaskens, 1st assistant director; Jane Tredget, producer; Petr Kunc, production deign; Jana Dopitova, make-up artist; Oscar Charpentier, wardrobe. Production Service Unit+Sofa Editorial Big Chop Sam Bould, editor. Music Ricall Sound Design Factory Postproduction MPC Alex Lovejoy, VFX supervisor. Media Agency PHD
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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