Copy | Naming | Creative Direction
Mejuri A New York Minute
A New York Minute —
An episodic series by Gia Coppola
Tribeca X Award Winner, Episodic Category
Some of the best brand work doesn't feel like brand work at all. That was the north star for A New York Minute — a three-part campaign series directed by Gia Coppola. Shot on 16mm with a handheld camera, cast with real friends, and scored with the ambient texture of New York City, the series felt part authentic home video, part documentary, and very much not like a commercial.
Episode 01: The Grocery Store
Episode 02: Tote Bag
Episode 03: We Need To Talk
“The team came up with this concept of ‘a day in the life,’ and these moments that are kind of the diverging point in your early 30s if you’re a young woman. At the Director’s Bureau, we were talking about this point that I remember very well: when all your group of friends are starting to really split off into these different points in your life. It was really about noticing how the most memorable times are kind of the ones that aren’t labeled your memorable moments.”
— Gia Coppola, Harper's Bazaar
Mejuri was built on the belief that jewelry is for every day — big moments and small — which perfectly mirrors the series’ slice of life feel. My role was to build a campaign that let the films speak for themselves."My role was to build a campaign that showcased what made the stories special, but let the films speak for themselves.
That meant developing a content strategy and tone of voice that carried the same intimacy across email, social, and a world-building web experience featuring meet-the-cast profiles that translated what the cast was wearing into something audiences could make their own.
The campaign went on to win the Episodic Category Award at Tribeca X.
