Directed by Jim Jenkins of O Positive, commercials in a new campaign for HP from Wieden+Kennedy, Portland, Ore., center around an old-school business magnate who lectures us on how to get ahead. But soon, his long list of cliches and jargon-laced maxims fall apart as the modern workers of the world show us what success looks like today with the help of HP Hybrid tools.
This anthem spot is titled “Work Happy,” which is also the name of the overall HP campaign.
CreditsClient HP Agency Wieden+Kennedy Portland, Ore. Ana Balarin, Hermeti Balarin, John “JP” Petty III, executive creative directors; Christen Brestrup, Bertie Scrase, creative directors; Alex Nassour, art director; Alex Maleski, copywriter; Orlee Tatarka, director of production; Mauricio Granado, sr. producer lead; Charleston Chambers, associate producer. Christina Kim, Mimi Munoz, Sabrina Reddy, creative operations; Lis Moran, design producer; David Chathas, Jason Scheuermann, designers. Production Company O Positive Jim Jenkins, director; Thaddeus McCants, director (of the "After School" spot in the campaign); Ralph Laucella, exec producer; Marc Grill, line producer; Trent Opaloch, DP; Jason Edmonds, production design/art direction; Greg McCollum, 1st AD. Editorial Arcade Geoff Hounsell, editor; Fernando Raigoza, assistant editor; Megan Dahlman, post producer; Crissy DeSimone, post exec producer. VFX KEVIN Tim Davies, executive creative director/partner; Steve Gibbons, 2D lead artist; Ben Smith, Dag Ivarsoy, Clarke Rives, Gavin Camp, Rob Winfield, Steve Cokonis, Susanne Scharping, 2D artists; Miguel Delcan, designer; Andrew Cowderoy, VFX producer; Sue Troyan, sr. exec producer/partner; Pete Smith, shoot supervisor. Color Company 3 NY Tom Poole, colorist; Alexandra Lubrano, sr. color producer. Music Walker Music Sara Matarazzo, Stephanie Pigott, exec producers; Danielle Soury, producer. ABKCO Music & Records, Inc,, publisher; ABKCO Music & Records, Inc., label. Track: “Fascinum” by Selvio Cipriani, artist/writer. Sound Design/Mix Field Day Sound Morgan Johnson, sound design; Noah Woodburn, mix; Leslie Carthy, exec producer.
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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