When the work-life balance skews too far to the former, it’s time to open a Heineken. Actually opening a Heineken is more of a proactive move in this long-form spot, “The Closer,” the title of which is also the name for an outlandish high-tech bottle opener that immediately shuts down all work applications when a bottle of Heineken is opened with it.
It’s said that when a door closes, a window opens. In this case, when a Heineken opens, your work connection closes.
Francois Rousselet of production company Division directed “The Closer” for Publicis Italy/Le Pub Amsterdam.
CreditsClient Heineken Agency Publicis Italy/Le Pub Bruno Bertelli, global CEO, Le Pub, global chief creative officer Publicis Worldwide and Publicis Groupe Italy; Cristiana Boccassini, CEO Publicis Italy, global chief creative officer, Publicis Italy & Le Pub Amsterdam; Mihnea Gheorghiu, global chief creative officer Publicis Italy & Le Pub Amsterdam; Andrey Tyukavkin, global executive creative director, Publicis Italy; Milos Obradovic, global executive creative director, Le Pub Amsterdam; Eoin Sherry, global creative director, Publicis Italy; Luca Boncompagni, creative director, Publicis Italy; Christopher Penman, sr. copywriter, Le Pub Amsterdam; Charles Laporte Aust, chief strategy & innovation officer, Le Pub Amsterdam; Bela Ziemann, global chief strategy officer, Publicis Italy & Le Pub Amsterdam; Monica Radulescu, strategy director, Publicis Italy; Ilko Petkov, global data strategist, Le Pub Amsterdam; Francesca Zazzera, chief creation officer, Publicis Italy; Anna Sica, head of video production, Publicis Italy; Barbara Brown, TV producer, Publicis Italy. Production Company Division Francois Rousselet, director; Paul Guilhaume, DP; Jules de Chateleux, exec producer; Aurelie Bruneau, producer. Postproduction/VFX The Mill Paris Claire Garraud, producer; Stephane Pivron, post producer & VFX supervisor; Adriana Legay, editor. Music Justin Hurwitz
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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