Recent times have outlined the need for city-centers’ transformation with new ways of mobility (self-service scooters, electric bikes, hoverboards and electric eKickscooters) and adapted to new citizens’ behaviors. In this context where cars are no longer systematically the only solution, SEAT disrupts the market by no longer being a car brand but a mobility provider. The Spanish manufacturer’s ambition is to become the leader in this field, initiated by the expansion of its range and its launch of electric micro-mobility.
What would daily life be like if we could change our means of transport in the blink of an eye, depending on the day and our activities? Agency C14 Paris answers this question through a multimedia European campaign, a key component being this :60 directed by Michel Gondry and Olivier Gondry via production house Partizan.
In this film, the days follow one another but are not quite the same. Indeed, daily movements cross and overlap in a perfectly fluid way in a dynamic, poetic and surreal choreography, which is made possible by the SEAT mobility range including a car, an eScooter and an electric kickscooter. All the technicity behind the making of this film was a real challenge that the Gondry directors enjoyed tackling. The Gondrys in a joint statement shared, “Why make it complicated when you can make it even more complicated? We’ve mixed three threads, but they become parallel and independent again. This is the kind of problem we both like to ask ourselves and solve. It’s been going on for years. We go off in all directions and then we find ourselves in the end.”
Also helping to drive the spot is the “Hang My Head” soundtrack from singer Dylan Cartlidge.
CreditsClient SEAT Agency C14 Paris Alexander Kalchev, chief creative officer; Alexis Benbehe, Pierre Mathonat, creative directors; Shanel Redzheb, artistic director; Lucie Guidon, copywriter; Paul Ducre, Julie Hasle, supervisors; Dominique Castellano, strategic planner; Corinne Persch, TV producer; Gaelle De Pompignan, TV producer assistant; Jerome Deplatiere, post producer; Pia Schneider, art buyer. Production Company Partizan Michel Gondry, Olivier Gondry, directors; Khalid Tahhar, producer; Isabelle Labeylie, production director; Stella Rossini, production coordinator; Yann Hurphy, production assistant. Postproduction Mikros Renaud Coulon, postproduction director. Music “Hang My Head” by Dylan Cartlidge Studio, Mix & Sound Design Studio 5 Marine Cremer, music supervisor.
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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