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Mike Mills Directs Short Signaling Shift From Online Social To In-Person Sociable For Clos19, Droga5


Robert Goldrich
Monday, Nov. 6, 2017


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Through its relationship with LVMH, Droga5 NY started working on a project for one of that client’s latest brands, Clos19.  

Clos19 is a new online lifestyle retail platform, offering exceptional services, products and experiences from the champagnes, wines and spirits “world” of LVMH. 

Kicking off Droga5’s “Bring Them In” marketing campaign marking the expansion of the Clos19 platform into the American market is this short film directed by Mike Mills via production house MJZ. Mills was nominated this year for a Best Original Screenplay nomination for 20th Century Women, which he also directed. 

The premise for the “Bring Them In” campaign draws from the consumer insight that there has been a fundamental shift in the way people are purchasing and drinking today. E-commerce had been dominating growth in off-trade sales, while a new generation of younger consumers increasingly preferred to stay in on nights and weekends, reserving their spare time for more intimate and meaningful gatherings.

Through strategic analysis of the broader champagnes, wines, spirits and experiences category, Droga5 discovered that this desire is at odds with the world of carefully crafted online personas and instant friendships conjured by right swipes on our phones, where little room is left to nurture real, time-tested friendships. As a brand that aims to inspire the art of hosting and intimate get-togethers between friends, Clos19 was positioned to address this unanswered need.


Client Clos19 Agency Droga5 New York David Droga, creative chairman; Ted Royer, chief creative officer; Alexander Nowak, executive creative director; Adrian Chan, sr. art director; Michael Lopez, sr. copywriter; Mariana Oliveira, copywriter; Joaquin Salim, art director; Rich Greco, design director; Alison Lee, jr. designer; Sally-Ann Dale, chief creation officer; Jesse Brihn, Bruyan Litman, co-directors of film production; Ruben Mercadal, associate director, film producer; Anders Hedberg, executive producer, film; Jamil McGinnis, film producer; Justin Durazzo, Tasha Cronin, co-directors of interactive/experiential; Alyssa Cashman, producer, interactive; Mike Ladman, music supervisor. Production MJZ Mike Mills, director; David Zander, president; Emma Wilcockson, exec producer; Youree Henley, producer; Evan Prosofsky, DP; Victoria Morris, production designer; Shirley Kurata, wardrobe stylist; Holly Vesecky, floral designer. Editorial Rock Paper Scissors Olivier Bouge Coutte, editor; Michael Shugarman, assistant editor; Eve Kornblum, exec producer; Jenny Greenfield, producer. Postproduction a52 Kim Christensen, exec producer; Drew Rissman, producer. Music Roger Neill Audio Post Lime Studios Zac Fischer, mixer.

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