Part of a motor insurance campaign for client AXA, this film tells the story of a girl who’s extremely curious and blazingly full of life. One day, she’s left in the care of her grandfather, a hard-nosed and slightly grumpy old man who has retreated to solitude and the confines of his own home. She discovers his passion for birdwatching, which quickly becomes hers too. They grow closer, underscoring the AXA campaign message, “Stay focused on what matters.”
Sean Meehan directed and shot via Paris production company Superette this heartwarming four-minute short, titled Birders, for agency Publicis Conseil, Paris.
The campaign has launched in Ireland, with a debut in Switzerland slated for April.
CreditsClient AXA Group Agency Publicis Conseil Marco Venturelli, president in charge of creation; Steve O’Leary, global creative director; Marc Rosier, copywriter; Jean Marc Tramoni, art director; Antoine Collignon, strategic planner; Constance Prodhomme, art director assistant. Agency Production Prodigious Armelle Sudron, Sophie Bouyer, producers. Production Superette Sean Meehan, director/DP; Frederika Mathivet, producer; Karine D’hont, line producer; Marthe Heitner, production coordinator. Postproduction/Editorial Everest Pauline Marie-Louise, post producer/edit; Olivier Gajan, editor; Julie Gaufreteau, assistant editor. Postproduction House Prodigious Sophie Garel, post producer; Mathieu Caplanne, colorist; Sebastien Delecourt, Flame artist; Julien Barthelemy, After Effects. Color Alterego Post Eric Whipp, colorist (director’s cut). Music/Sound Design Prodigious Christophe Caurret, Boris Nicou, Carsten Kruger, music/sound design; Sam Thompson, composer; Laurent Lavaud, 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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