A man on his morning walk passes by a lawn sale with a table containing various sundry items. He trips and stumbles, knocking into the table, sending its contents along with him down a steep hill to gather even more items and people in what is a building “snowball” of humanity and inanimate objects.
Becoming part of this ball are pedestrians, a line of motorcycles, a minivan, an entire wedding party, even a bicyclist who tries to peddle away but to now avail. Finally this humongous ball hits a building and disperses, with the people able to walk away relatively unscathed and most of the objects looking pretty much intact. A voiceover relates, “When your insurance is in-synch, you can roll with anything.”
Agency: Fallon Minneapolis Kerry Feuerman, creative director; Todd Riddle, group creative director James Zucco, art director; James Bray, copywriter; Vic Palumbo, director of broadcast/executive producer; Kate Talbott, executive producer; Jim Haight, assistant producer. Production Company: MJZ Dante Ariola, director; Jeff Scruton, executive producer; Natalie Hill, producer; Toby Irwin, DP. Editorial: Whitehouse Post Productions, Santa Monica Russell Icke, editor; Joanna Manning, James Turner, assistant editors; Sue Dawson, executive producer; Joni Wright, producer. Postproduction: Company 3 Los Angeles Stefan Sonnenfeld, colorist Visual Effects: Weta Digital Dan Lemon, visual effects supervisor; Eileen Moran, effects producer; Marvin Young, digital producer; Kevin Sherwood, on-set digital producer; Chris White, digital effects supervisor; Paul Story, animation supervisor; Michael Pangrazio, art director; Matt Mueller, on-set surveyer/photographer; Michael Sarkis, on-set surveyor;
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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