Professional athletes switch teams and cities at a moment’s notice while fans, traditional media, and social media churn to keep track of every move. February 2023 may go down as one of the wildest trade seasons in the history of the NBA, with 28 teams trading 58 players.
This deftly humorous spot titled “Traded”–which was conceived by agency Venables Bell + Partners (VB+P) for client Opendoor, a digital real estate platform–taps into that pro sports dynamic through a player press conference, showing what happens when an athlete finally stops giving boilerplate answers and starts speaking their mind about the often sensationalized topic of trades. In doing so, Opendoor highlights the universal truth that whether you’re a superstar or a regular Joe or Jane, moving remains one of the most stressful experiences in life.
Clay Weiner of Biscuit Filmworks directed “Traded” for Opendoor, an official sponsor of the Phoenix Suns, an NBA team which recently traded for a superstar and as a result has become a leading contender for the league championship.
In “Traded,” an athlete gives an unbridled assessment of the difficulties of being traded and having to move himself and his family to a different city. His tone softens, though, when a reporter informs him of Opendoor and the ways it can make the process much easier.
CreditsClient Opendoor David Corns, VP of marketing; Lauren West, head of content, marketing; Tirza DiOro, marketing lead, brand content. Agency Venables Bell + Partners Paul Venables, founder, chairman; Will McGinness, chief creative officer; Matt Keats, Matt Miller, group creative directors; Byron del Rosario, art director; Ryan Hoercher, copywriter; Michael Ng, sr. copywriter; Diego Zelaya, sr. art director; Hilary Coate, head of integrated production; Lexi Alaga, producer; Jasmine Clark, group strategy director; Neil Slotterback. sr. strategist. Production Company Biscuit Filmworks Clay Weiner, director; Shawn Lacy, partner/managing director; Holly Vega, executive producer; Sean Moody, head of production; Trevor Allen, line producer; Tim Hudson, DP; Damon Fortier, production designer; Jenna Wright, wardrobe stylist; Kokeeta Douglas, makeup aratist. Editorial Cut+Run Pete Koob, editor; Stefan Manz, assistant editor; Brian Stanley, exec producer; Kristen Jenkins, head of production. VFX Jogger Andy Brown, exec producer; Brendan Crockett, lead Flame artist; Katrina Salicrup, Michael Vaglienty, Trent Shumway, Jorge Tanaka, Flame artists; Diana Cheng, head of production; Joel Paisner, producer. Color Blacksmith Mikey Pehanich, colorist; Sam Howells, color assisst; Adam Vevang, color producer. Audio One Union Joaby Deal, engineer/sound designer; Michael Swarce, 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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