A woman starts unpacking a bag of groceries bought by her husband/significant other. She stops in her tracks upon finding a box of vanilla ice cream bars dipped in chocolate–but it’s a nondescript generic brand pretending to look like Magnum premium ice cream bars. The fake treats start to get her wondering if her hubby/boyfriend is also a fake.
She begins to investigate that possibility and finds on varied fronts that he is indeed a fraud. Her quest to uncover the fakery has a suspense thriller vibe which plays humorously throughout. But it is seriously true that anyone who would buy fake Magnum bars has to pretty fake himself.
Martin Werner directed this tongue-in-cheek spot, “The Fraud,” via PROPPA and Bacon for agency LOLA MullenLowe, Madrid and Barcelona. (Werner is repped in the U.S. by RESET Content.)
CreditsClient Magnum Agency LOLA MullenLowe Production PROPPA and Bacon Martin Werner, director; Cristina San Cayo, producer; Nicolaj Bruel, DP; Peter Grant, production designer; Melanie Buchhave, wardrobe stylist; Manel Rosa, make-up artist; Toni Frank, home economist. Casting Edu Prado, casting director, Barcelona; Esther Cocero, casting director, Madrid; Ditte Kiel, casting director, Denmark. VFX BaconX Jonas Drehn, VFX supervisor. Editorial Rasmus Nyholm Schmidt, editor
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 brandโs 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 โA New York Minute,โ 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 brandโs own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuriโs jewelry makes an appearance as the best supporting actor.
โWhen 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 โcampaignโ could be,โ said Jacob Jordan, chief brand officer, Mejuri. โGia 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 Mejuriโs values of celebrating women as their truest selves. I canโt wait for us to continue to tell the next chapters of this story.โ
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