The sense of smell can be powerful, underscored in this Old Spice spot titled “Winner,” part of the “Smell Ready for Anything” campaign from Wieden+Kennedy, Portland, Ore.
In “Winner,” actor Keiynan Lonsdale (Love, Simon, The Flash, The Divergent Series) slumps in a recliner lacking all sense of greatness when the irresistible urge to smell Old Spice’s all-new Dynasty deodorant strikes him. After a swift sniff, Keiynan immediately transforms into the race car driver of his dreams as he speeds out of the room on his path to greatness.
Steve Rogers of Biscuit Filmworks directed “Winner,” with KEVIN serving as VFX house.
CreditsClient Old Spice Agency Wieden+Kennedy, Portland, Ore. Eric Baldwin, executive creative director; Erik Fahrenkopf, Sara Phillips, creative directors; Ted Malenfant, copywriter; Jahmal Landers, art director; Matt Hunnicutt, head of production; Heather Hanrahan, executive producer; Antonio Burnett, sr. producer; Samson Selam, associate producer; Katie Dyer, brand strategist; Henry Lambert, group brand strategist; Kaley Kahanu, design producer; Curtis Pachunka, design director. Production Biscuit Filmworks Steve Rogers, director; Simon Duggan, DP; Shawn Lacy, managing director, partner; Andrew Travelstead, Michael Ritchie, exec producers; Pip Smart, line producer. Editorial Exile Kirk Baxter, editor; Mitch Goldberg, Charlotte Ercoli, assistant editors; CL Kumpata, post exec producer; Michael Miller, Adam Parker, post producers. VFX KEVIN Tim Davies, executive creative director/partner; Steve Gibbons, VFX supervisor/Flame lead; Sue Troyan, sr. exec producer/partner; Jami Schakel, Andrew Cowderoy, VFX producers. Rob Winfield, Susanne Scharping, Steve Cokonis, 2D team. Color Company 3 Sofie Borup, colorist; Alexandra Lubrano, color producer. Sound Design Trinitite Inc. Brian Emrich, sound designer/audio mix Audio Joint Noah Woodburn, audio mix/sound design; Natalie Huizenga, audio mix assistant/sound design/ Leslie Carthy, Amanda Ornelas, audio exec producer. Music Walker
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.”
To land the relatable... Read More