Meta teamed with Ventureland on this short documentary, They Came From All Over, from Iranian-American director Rayka Zehtabchi, an Oscar winner in 2019 for the short film Period. End of Sentence.
They Came From All Over follows grocery store owner Tom Mulholland as he faces the possibility of losing his fourth generation family business, which would have a profoundly negative impact on a small town in Iowa. His story underscores the critical role small businesses play within–and what they mean to–their local communities.
This mesh of filmmaking and brand storytelling shows how online connection in the small business community from all over rallied to the support of Mulholland, helping him to proceed with plans to resurrect his grocery store after a devastating fire.
Zehtabchi directed via Ventureland.
CreditsClient Meta Production/Creative Ventureland Rayka Zehtabchi, director; Geoff Walker, producer; Natasha Wellesley, Cerissa Tanner, Lyle Shemer, Ciara McCoy; Sam Davis, DP and editor. Music Giosue Greco Sound Design/Re-recording Mix Bijan Sharifi Title Design & Animation Joyce N. Ho Color Sam Gilling, colorist
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 brandโs 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 โA New York Minute,โ 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 brandโs own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuriโs jewelry makes an appearance as the best supporting actor.
โWhen 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 โcampaignโ could be,โ said Jacob Jordan, chief brand officer, Mejuri. โGia 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 Mejuriโs values of celebrating women as their truest selves. I canโt wait for us to continue to tell the next chapters of this story.โ
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