This :90 TV spot (and accompanying :30 version), created by Macy’s and new creative agency partner, BBDO New York, tells the action-packed story of six different women who are startled when they are faced with another version of themselves. To drive this story, the film is accompanied by an orchestral score of Blondie’s hit song “One Way or Another” as we follow each of these women chasing their alternate selves. In doing this, the lyrics of the song are turned into a powerful statement sung by each woman as they engage in their chase. The film ends with a call to action: “Find spring fashion. Find the remarkable you.”
Nicolai Fuglsig of MJZ directed the commercial which is titled “The Chase.”
CreditsClient Macy’s Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Danilo Boer, Marcos Kotlhar, executive creative directors; Cesar Finamori, Roberto Danino, Joao Unzer, Kathryn Kvas, associate creative directors; Noreen Mashi, sr. project manager; Dan Blaney, executive producer; Rani Vaz, director of music. Production MJZ Nicolai Fuglsig, director; Laurie Boccaccio, line producer; Emma Wilcockson, executive producer; Greig Fraser, DP; Jahmin Assa, production designer. Editorial Work Rich Orrick, editor; Theo Mercado, assistant editor; Erica Thompson, exec producer. Postproduction/VFX Blacksmith Daniel Morris, VFX supervisor/2D lead; Chris Memoli, Youngjae Lee, 2D artists. Trace VFX Charlotte Arnold, exec producer; Alexa Mauro, producer. Music Sound Tree “One Way or Another” arranged and produced by Luis Almau, Peter Raeburn and Luke Fabia; Jay James, Sound Tree producer; Kyra Selman, vocal coach. Sound Design Brian Emrich, sound designer. Audio Post Sonic Union Steve Rosen, mixer. Color Company 3 Tom Poole, 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 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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