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eBay Turns the Dial on Watches with New Series ‘Old School Meets New School’

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Episode one in the series from The Many features fashion icon Iris Apfel and Grammy-nominated rap artist Lil Yachty

eBay Turns the Dial on Watches with New Series ‘Old School Meets New School’

eBay’s new social-first content series, Old School Meets New School, kicked off today with episode one. The series brings together two vastly different icons—one old school, one new school—to dish over their shared, yet different, love for watches. The series is created in partnership with independent agency The Many. 

From historic brands like Rolex and Audemars Piguet to burgeoning industry newcomers, true watch enthusiasts love to rave over their collections. In the first episode, fashion icon Iris Apfel, who turns 100 years old on August 29th, and Grammy-nominated, new wave rap artist Lil Yachty, come together in conversation to highlight how we can connect over things we love no matter how different we may be. As Iris and Yachty show off their favourite timepieces, the viewer sees how watches transcend genders, generations, styles, and cultures. 

Known for her trail-blazing, iconic status, Iris has followed her instincts and artistic vision for decades, regardless of what others had to say, and Yachty follows the same set of rules today, presenting himself to the world as only Yachty can. The unlikely pairing showcases that timepieces aren’t just statement accessories, they present an opportunity for individuality and ambition to thrive in spite of generational differences.

In the 60-second film, Iris explains to Yachty that she accessorizes her wrist with “a mix of high and low, an expensive watch with a bunch of tacky little bracelets.” In staying true to the series’ name, Iris asks Yachty if he partakes in wearing two watches at a time–a fad that is popular in rap culture and Hollywood but dates back to the ‘70s and more commonly the ‘80s. 

“eBay is a destination where vintage, contemporary and new inventory, as well as sellers and buyers, can come together to share a passion for watches. We’re living in a time where all things related to culture and fashion are starting to blend and be redefined by newcomers,” said Conner Needham, junior art director at The Many. “This pairing of Iris and Yachty brings two unlikely icons together who have a shared passion for redefining trends. They opened up to each other about their love for luxury watches, which naturally showcased eBay as the go-to destination for all styles of timepieces.”

Staying true to The Many’s mission to challenge comfortable, 'Old School Meets New School' was eBay’s invitation for talent to be vulnerable and look past the objects we all desire and more into what value they bring us. The new series showcases how even the most visibly public people can connect when they encourage each other to embrace authenticity.

Episode one is now live on the @ebaywatches Instagram channel.

The series is the next move for eBay as it expands its social community. Since January, eBay and The Many have launched the brand’s first-ever product-focused social channels dedicated to specific verticals—@ebaywatches and @ebaysneakers—and have crafted a content portfolio that celebrates some of eBay’s top-performing categories and further establishes eBay as a category leader. At eBay’s new channels, enthusiasts can dive deeper into the unique language and culture associated with collecting and cultivating one’s most beloved possessions, and the one-of-a-kind buying experience eBay has to offer. 

Previous work from eBay and The Many this year includes:

“All for Kicks” - seven short films that showcase hyperreal sneakerhead moments

“The Sneaker Hunt” - a multi-channel interactive art experience that celebrates the process of finding, bidding on, and eventually copping the perfect pair of kicks. The collaboration included sweepstakes for fans.

“A Timeless Love Affair” - a short Film Noir that shows how luxury watches stand the test of time, just like true love.

“Watch Me” - a one-minute hype film accompanying the launch of eBay's first-ever product-focused social handle, @ebaywatches, a dedicated luxury watches Instagram channel.

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Client

Client: eBay

Watches Social Lead: Renata Salazar-Costa

Head of Social Media Marketing, North America: Jen Haley

Director of Creative and Social: Maryann Bell

Associate Creative Director, Social Media: Nina Louie

Director, Marketing and Creative Operations: Kira Moller

Sr. Manager Paid Social Strategy: Craig Weinberg

Agency

Agency: The Many

Head of Production: Dave Horowitz

Producer: Kim Vorse

Partner / Executive Creative Director: Blake Marquis

Creative Director: Pam Fujimoto

Associate Creative Director: Mars Milisic

Associate Creative Director: Kate “Rizzo” Digilio

Senior Copywriter: Miles Evans

Jr. Art Director: Conner Needham

Jr. Copywriter: Will Luck

Director of Social Innovation: Kristin “KB” Busk

Design Director: Jorge Andrade

Senior Designer: Amy Woo

Animator: Ryan Hoog

Senior Animator: Scott Woodburn

Group Brand Director: John Line

Senior Brand Director: Rediate Tekeste

Associate Brand Director: Emily Risher

Associate Director of Project Management: Keara Hanlon

Project Manager: Jin Laqui

Media Director: Anthony Rocker

Associate Media Director: Alyssa DeSangro

Group Strategy Director: Andy Craig

Social Strategy Director: Harriet Riley

Strategy Director: Nicole Fuhrman

Senior Social Strategist: Adriana Solache Olijve

Production

Production Company: Los York

CCO / Director: Seth Epstein

EP Live Action: Leticia Gurjao

EP Studio: Melina Osornio-Andrade

Head of Production: Mariel Sands

Live-Action Producer: Russ Katzman

Field producer: Chad Tingle

DP: Eduardo Whaite

Production Designer: Belinda Scott

Post-Production Producer: Joe Abou-Sakher / David Thomas

Media Production Manager: Rod Thomas

Design/Animation: Daniel Miller

Editor & Colorist: Emma Blackstone

Assistant Editor: Tony Scharko

Sound Design & Mix: Dennis Durante

Categories: Online retailers, Retail and Restaurants

The Many, Thu, 26 Aug 2021 17:22:45 GMT