Tile, the Bluetooth-enabled tracking device, has launched its first-ever brand campaign, the centerpiece being this spot titled “Lost Panda” directed by Mark Molloy of Smuggler for ad agency Deutsch.
The piece follows the story of a stuffed panda bear who is trying to find his way back home with the help of the Tile community. The new tagline “Together We Find” hints at the brand’s community where people can easily and anonymously help each other find whatever they’ve lost.
ALT VFX and Legacy Effects handled visual effects on the piece which features the “Girl in My Dreams” track composed and performed by Stephan Altman of Mophonics.
Client Tile, Inc. Agency Deutsch Pete Favat, chief creative officer, North America; Guto Araki, executive creative director; Eric Manchester, creative director/copywriter; Neal Desai, creative director/art director; Jeb Quaid, copywriter; Vic Palumbo, director of integrated production; Dan Kaplan, executive integrated producer; Mariana Perin, integrated producer; Eryk Rich, music director; Chase Butters, music producer; Dez Davis, music coordinator. Production Smuggler Mark Molloy, director; Patrick Milling Smith, Brian Carmody, co-founders; Shannon Jones, exec producer; Gustav Geldenhuys, line producer. Editorial Work Editorial Stewart Reeves, editor; Keith Hamm, Josh Sasson, assistant editors; Marlo Baird, exec producer; Brian Scharwath, producer. Color Company 3 Tom Poole, sr. colorist; Alexandra Lubrano, producer. Post CG/VFX ALT VFX, Inc. Colin Renshaw, founder/VFX supervisor; Chris Fieldhouse, exec producer; Jess Calvert, producer; Mathew Chance, head of 2D; Chris Rentoul, animation lead. Creature Build/Panda Legacy Effects Alan Scott, producer. Graphics Lobo Mateus de Paula Santos, creative director; Luis Ribeiro, exec producer; Gabriela Leal, producer; Leandro Beltran, Bruno Ronzani, design & animation. Music Mophonics Track “Girl in My Dreams” Track courtesy of Stephan Altman, composer/creative director/performer Audio Post Lime Studios Mark Meyuhas, sound engineer; Peter Lapinski, assistant mixer; Susie Boyajan, exec producer; Kayla Phungglan, producer.
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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