Rapper Tierra Whack walks through town slowly making her way home, listening through her AirPods to an original track titled “feel good,” which hardly describes her mood. She’s got the holiday blues and who wouldn’t given what the world has gone through in 2020.
Upon arriving home, Whack tells Siri to turn the volume on her Homepod “way up,” at which point the technology becomes a HomePod mini, Apple’s new smart speaker. Stepping out from behind the mini is a miniature version of Whack who accompanies the life-sized rapper in crooning an upbeat original tune, “Peppers and Onions.” Coming home to a HomePod mini proves to be the cure for yuletide melancholy. That’s “the magic of mini,” which is also the title of this two-minute film. A little joy never sounded so big.
The film was directed by Calmatic via production house PRETTYBIRD for TBWAMedia Arts Lab.
CreditsClient Apple Agency TBWAMedia Arts Lab Production PRETTYBIRD Calmatic, director. Music “feel good” and “Peppers and Onions” performed by Tierra Whack Postproduction/VFX MPC Morten Vinther, creative director; Oliver Caiden, VFX supervisor; Julian Fitzpatrick, CG supervisor; Ricky Gausis, 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.”
To land the relatable... Read More