Antoine Bardou Jacquet of Partizan directed this cinematic spot which promotes a way for customers to bypass checkout and long lines at French retailer Monoprix. Conceived by agency Rosapark, the film shows how long humanity has been lining up and trying to do anything to avoid a lengthy wait time.
Titled “Humanity’s First Queue,” the spot takes us back thousands of years, to the dawn of civilization: the prehistoric era. Here, in the first long line ever formed by mankind, the first line-cutter is born. A Sapien’s more cunning, more creative than all the other Sapiens, ready to try thousands of clever tactics to nudge ahead of his fellow Sapiens–even if it means taking them out.
Thankfully, today, we’ve evolved. We can still cut in line, but with Monoprix’s new fast pass, pay directly with a smartphone application, no one’s life is at risk. Waiting in line is literally ancient history.
CreditsClient Monoprix Agency Rosapark Gilles Fichteberg, Jean-François Sacco, creative directors; Cerise Leclerc, art director; Louise Mussot, copywriter; Thomas Laurent, producer; Sacha Lacroix, managing director, strategic planning director; Sarah Herbain, strategic planner. Production Partizan Antoine Bardou Jacquet, director; Khalid Tahhar, producer; Isabelle Labeylie, production director; Olivier Coulhon, 1st assistant director; Marc Gomez Del Moral, DP; Alexandre Vivet, chief decorator; Elise Bouquet, stylist; Annabelle Petit, makeup. Production Services/Executive Production Production Family (Kiev) Postproduction Mikros Sebastien Gros, Jonathan Trebois, post producers; Sophie Reine, editor. Sound Schmooze Matthieu Sibony, Gregoire Galian, sound producers; Sylvain Rety, sound engineer.
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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