In this kickoff to Duracell Optimum batteries’ “Two Characters” campaign, we meet a man with a metal detector looking to find hidden treasure on a beach, and another guy with a power screwdriver trying to fortify a cabin door against a hard charging bear. The former wants extra life in his batteries for optimal beachcombing while the latter needs power in a hurry to ward off a grizzly fate.
Thankfully Duracell Optimum delivers both extra life and power, whatever the situation requires.
Tom Kuntz of MJZ directed this humorous package of spots, including “Beach x Bear,” for Wieden+Kennedy New York.
CreditsClient Duracell North America/Duracell Optimum Agency W+K New York Karl Lieberman, executive creative director; Laddie Peterson, creative director; Howard Finkelstein, copywriter; Grant Mason, art director; Nick Setounski, director of integrated production; Kristen Johnson, producer; Dan Hill, director of strategy; Rachel Yoes, strategist; John Petty, director of social strategy; Elizabeth Stefan, social strategist. Production MJZ Tom Kuntz, director; Matthew Libatique, DP; Brock Houghton, production designer; Emily Skinner, producer; David Zander, president; Ericks Krumins, sr. exec producer. Editorial Whitehouse Editorial Russell Icke, editor; Melanie Klein, post producer; Devon Bradbury, editorial assistant. Color Company 3 Tom Poole, colorist; Alexandra Lubrano, producer. VFX The Mill Jade Kim, Caio Sorrentino, VFX lead Flame; Joseph Yoon, Andrew Emmerson, Heather Kennedy-Eck, Antoine Douadi, Drew Maloney, VFX Flame artists; Luis Martin, producer. Audio Post Sonic Union Steve Rosen, mixer; Pat Sullivan, producer. Sound Design Trinitite Brian Emrich, sound designer.
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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