We go about our daily lives without much thought to the history behind inventions large and small, from the ice cream scoop to modern-day democracy. The HISTORY Channel and creative agency/production company Valiant Pictures turn the seemingly every day on its head in a fun campaign where unsuspecting citizens meet the historical counterparts who made their lives what it is today.
In these repeatable vignettes, historical figures appear in modern settings as a comedic device to reveal History’s most intriguing true stories, hidden in plain sight. The campaign aims to target a younger audience–situating each spot in places the viewer may see themselves–with an approachable, modern and entertaining brand perception.
In this particular ad–directed by Vincent Lin and Danny Corey of Valiant Pictures–we meet a man at a backyard birthday party. It turns out he is Alfred L. Cralle, inventor of the ice cream scoop. We hear a bit of his story and end with the realization that “the rest is history.”
CreditsClient HISTORY Tim Nolan, executive creative director; Matt Neary, brand lead; Mary Traina, creative director/writer; Kate Leonard, VP, marketing production; Sarah Walker, EP, marketing production. Production Valiant Pictures Vincent Lin, director/founding partner/EP; Danny Corey, director/DP; Matthew D’Amato, founding partner, EP; Adam Zimmer, EP; Jack Noone, producer; Nick Horton, production designer; Amanda Markoya, hair & makeup; Linette Del Monico. wardrobe. Editorial BANDIT Zeke O’Donnell, editor; Chris McNinch, assistant editor; Laura Relovsky, EP; Doris Boroje, post producer; Stephen Picano, colorist. Audio Post Mr. Bronx Eric Hoffman, mixer.
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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