This spot for Root Insurance features an emotionally driven, cinematic glimpse into the life of trailblazing NASCAR driver Bubba Wallace.
Directed by Wesley Walker via Tool of North America, the piece focuses on Wallace’s narrative, with a voiceover that pulls from many headlines and news reports as well as real online comments. As a world-class Black-Latino athlete, Wallace has taken a lead role in speaking out against racial injustice.
“Working closely alongside Root Insurance’s creative team, we’ve crafted a film and message based in truth, meaning, and positivity,” Wesley said. “What people do not know is what it FEELS like experientially to walk this path and what it takes to stand for what is right against such intense resistance….The power of Bubba Wallace’s story is that he is standing for change and standing for what is right.”
Alex Timm, Root co-founder and CEO, said, “Getting to know Bubba Wallace and what he stands for made this partnership one that we couldn’t pass up. He is dedicated to standing up for what is right, even when it involves facing adversity. Root was created to make car insurance more fair, standing up against the established industry that priced more on demographics than driving behavior. We are proud to support Bubba Wallace.”
CreditsClient Root Insurance Kelly Ruoff, chief brand officer; Jill Neely, executive creative director; Kevin Rapp, creative director, production; Karmen Dann, creative producer. Production Company Tool of North America Wesley Walker, director and concept; Dustin Callif, president/exec producer; Nancy Hacohen, managing director/exec producer; Rob Sexton, exec producer; Amy DeLoosa, head of production; Marc Wilson, creative director; Andy Coverdale, producer; Max Goldman, DP; Richard Wright, production designer; Syahirah Mansor, coordinator. Editorial Cabin Edit Mary Church, post producer; Emma Backman, editor; Lynne Mannino, editorial producer; Rob Trent, creative director (online); Cara Lehr, exec producer (online). Telecine Company 3 Joseph Bicknell, colorist. VFX Shape + Light Arielle Weir, visual effects producer. Sound Design Sweet Justice Sound Ltd. UK Csaba Wagner, supervising sound designer/sound designer/mixer; Samuel Justice, sound designer; Graham Donnelly, Foley editor. Music Luke Atencio, UK Luke Atencio, original music.
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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