Gia Coppola's 'A New York Minute' Series for Mejuri: A Cinematic Ode to Jewelry

When Mejuri's Jacob Jordan met filmmaker Gia Coppola and the team at The Directors Bureau, the vibes were, as the kids say, pretty immaculate. We immediately felt a strong creative and personal connection, the fine jewelry company's chief brand officer tells The Hollywood Reporter. It felt like I was sitting down with a group of old friends. We were intuitively aligned on pushing the limits of marketing, storytelling and the conventional idea of a 'campaign.'

The spark of that meeting has produced a new endeavor for Mejuri with the launch of A New York Minute, a series of new microfilms that reimagine the Mejuri story as episodic content with Coppola at the helm directing a group of young female friends with jewelry pieces as supporting players. The collaboration is also part of a recent wave of creativity from fashion brands like Gucci and Saint Laurent that have been increasingly redesigning campaigns as everything from short films to episodic content.

The Mejuri series focuses on real-life friends as they celebrate ordinary moments and interactions, which reveal, sometimes retrospectively, the extraordinary within the mundane, per the brand. The 30-somethings cast features Laura Love, Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. The first episode, The Supermarket, follows the group shopping before a weekend getaway. The second and third episodes will be released on Sept. 23 and Sept. 30, respectively.

Gia brought this vision to life with a unique blend of artistry, realism and relatability, Jordan continues. She proved to be the perfect partner, being incredibly collaborative, so intentional and naturally connected to the women and experiences captured in the episodes.

For Coppola, who just celebrated the world premiere of her upcoming film The Last Showgirl starring Pamela Anderson at the Toronto International Film Festival, she found inspiration from within her own family by drawing from short films made by her grandmother, Eleanor Coppola, who passed away earlier this year. The works, said to be meditations on the ordinary that let the subjects breathe, speak the same cinematic language as A New York Minute.

I love the way she captures the world focusing on the little details in life we so often overlook, Coppola says of her grandmother's films. The textures and sounds that we notice when we're present with the world around us