Director Sam Southward transports viewers to a miniature alpine wonderland in this beautifully detailed CG spot, titled “Goodness,” for Milka chocolate.
Produced by Nexus Studios in collaboration with Wieden+Kennedy Amsterdam, the rich and tactile setting feels like a handmade miniature set when in reality Southward and the team skillfully crafted every detail of the environment digitally.
The acute attention to detail in every aspect of this spot, including the use of real cotton wool to form the clouds, alongside a multi-layered sense of depth and scale, add to its stop-motion like charm and surreal sense of humor.
Following “a day in the life” of a small, remote and rural community, the piece uncovers the secret to the irresistible goodness of Milka chocolate, its herd of only 60 cows providing 100% alpine milk in every bar.
Southward shared, “Creating Milka’s alpine wonderland was an exercise of pure escapism for me. From the early concepts through to the fully realized world, we wanted to achieve a detailed and tactile feel that would exude charm. Immersing viewers in this heartwarming miniature world and leaving them with a truly memorable moment of goodness.”
CreditsClient Milka Agency Wieden+Kennedy Amsterdam Javier Perroud, producer. Production Nexus Studios, London & Los Angeles Sam Southward, director; Chris O’Reilly, executive creative director; Tracey Cooper, executive producer; Thierry Levy, producer; Derek Walsh, production manager; Andy Spence, lead artist; Felicie Haymoz, character designer; Dave Hunt, production designer; Signe Cold, Callum Strachan, designers; Russell Hossain, Morgan Ritchie, storyboards; Sergei Shabarov, Sara Holm, Thibaud Clergue, Rimelle Khayat, Alissa Mazouz, animation; Nur Diker, Fabien Glasse, Matt Clark, Maxime Dartrois, character modelers; Sebastian Bispo, James Drummond, Eder De Souza, Matteo Antona, props/environment modelers; Lea Finucci, texturing artist; Lea Georges, rigger; Dorianne Fibleuil, Carl Kenyon, Darren Rolmanis, Jonathan Vuillemin, CG generalists; Ian Beresford, Freddie Lewis-Wall, German Diez, Vlad Iliescu, composite; Thomas Heleta, Dave Slade, Mark Van Heusden, edit. (Toolbox: Adobe, Reference, Zbrush, Maya, Substance Painter, Marvellous Designer) Sound Design Factory Jack Hallett, sound design & mix; Lou Allen, audio 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.”
To land the relatable... Read More