Fear of failure. Judgment. Doomscrolling. Procrastination. Our inner critics. Too much of the world distracts us, makes us doubt ourselves and makes us think we’ll be laughed at if we try. But nothing silences a saboteur like the simple act of doing.
Pinterest’s latest brand campaign exposes the inner saboteurs that hold us back and highlights how Pinterest is the antidote to doubt. “Don’t Don’t Yourself” is the mantra at the heart of this new campaign, affirming the belief that the act of doing can help silence those feelings of fear and self-censorship that can sometimes hold us back.
Developed in partnership with U.K. agency/creative studio Uncommon, the campaign includes five films directed by Kim Gehrig of production house Somesuch, including this piece tackling “Doomscrolling” in which we view internet-induced anxiety in the form of a newscast that reflects the negativity that can put us in a doom and gloom mood. But a woman pushes back by exploring self-care soaks–aka herbal baths–on Pinterest, declaring “can we just relax?”
Lucy Jameson, co-founder of Uncommon, said, “At Uncommon, we want brands to play their part in the biggest conversations in our society. One of those ‘big conversations’ is about the toxicity of much of the internet and what to do about it. Pinterest can help, by providing an antidote to so many of the ills of social media. It’s commonly known as the positive side of the internet. Because, instead of being all about image and comparison; it’s about ideas and creativity. It’s a community and an algorithm built around doing, not judging. Our first campaign is the opening chapter in a story which shows just how different Pinterest is from other platforms.”
The five films are set to run across TV, cinema and streaming in the U.S., U.K. and Germany. This is Uncommon’s first campaign for Pinterest.
CreditsClient Pinterest Agency/Creative Studio Uncommon Production Company Somesuch Kim Gehrig, director; Lucy Gossage, producer; Chris Watling, exec producer; Kasper Tuxen, DP; KK Barrett, production designer; April Napier, costume designer; Jody Sonnenberg, casting. Production Services Company The Lift Editorial Trim Fouad Gaber, editor. Postproduction Time Based Arts Simone Grattarola, colorist; Stephen Grasso, VFX; Sian Jenkins, post producer. Music/Sound Soundtree Music, music & audio post; Benjamin Jones, composer. Media Agency MediaHub
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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