Gia Coppola has lent her creative ingenuity and directorial brilliance to online jeweller, Mejuri, the result being a campaign that stands for difference, captivates with its content and is likely to be talked about and shared with abundance.
It’s a series of microfilms, A New York Minute, that premiered following New York Fashion Week. The films turn viewers into voyeurs of young women, just like the brand’s target audience, living very normal lives, set against the backdrop of New York City. Of course, very normal is equivalent to very relatable.
The series revolves and Emma (model Laura Love in real life), a young woman going about her daily routine in New York, and her circle of five friends. In the first film, The Grocery Store, Emma does the grocery shopping with her friends for a celebratory weekend getaway, talks to her therapist and reflects on the life changes you make in your 30s.
These New York Moments are very ordinary and very real. The people are not actors and they’re real friends, the “topics” are classic for thirtysomething life – getting married, girl getaways, starting a new job…
The films captivate because they mirror real-life situations their audience enjoys – or is challenged by. There are no Hollywood puppet strings, no resolutions, no sense of being scripted at all. The women all wear Mejuri jewellery, but the series makes the audience feel as though they are observing life, not being fed a sales pitch. It’s left to fashion’s aspiration effect to do the selling.
New York Moments was shot in 16 mm, with cinematographer Jody Lee Lipes, to emphasise their realism. The second and third episodes, Tote Bag and We Need To Talk, will be released September 23 and 30.
Credits
Client: Mejuri
Creative Concept By Gia Coppola, Duffy Culligan & Natalie Vall-Freed
Written By Natalie Vall-Freed & Duffy Culligan
Production Company: The Directors Bureau
Director: Gia Coppola
President & Executive Producer: Luke Ricci
Executive Producer & Producer: Stephanie Bruni
DoP: Jody Lee Lipes
Head of Production: Jody Lee Lipes
Production Designer: Sarah Morrison
Costume Designer: Jacqui Getty
Key Make-Up: Elizabeth Yoon
Production Supervisor: Becky Di Lalio
Assistant Production Supervisor: Rebecca Witzel
1st AD: Rob Jackson
Post-Production: Consulate
Editor: Holle Singer
Assistant Editor: James Mcclintock
Post Producer: Lindsay Bane
Head of VFX: Mike Stoltz
VFX Supervisor: Andi Prastowo
Flame Artists: Niki Currrent & Keith Regelmann
VFX Producer: Todd Whitney Robinson
Colour: Company 3
Colourist: Tim Masick
Audio Post: Heard City
Mixer: Phil Loeb
Assistant Mixers: Oddy Litlabo, Zoltan Monori, Chenoa Tarin & Virginia Wright
Sound Design: Midnight Snack
Sound Designer: Phil Loeb
Managing Partner: Gloria Pitagorsky
Executive Producer: Liana Rosenberg
Senior Producers: B Munoz & Nick Duvarney
Assistant Producer: Dylan Stetson
