Thu, 09 Dec 2021 08:22:00 GMT
eBay’s social-first content series, Old School Meets New School, returned today with the release of Episode 2, “It's About Time.” It follows Episode 1 which featured the unlikely pairing of Iris Apfel and Lil' Yachty, and the series continues to pair watch enthusiast celebrities together to have an intimate conversation around timepieces and their personal signature style.
In Episode 2, the conversation revolves around watches as an accessories category where traditional rules and expectations have been rewritten to break gender label norms. Watches have long fallen into traditional men's-women's binary definitions, but a new generation is intent on destroying preconceived gender distinctions. Through the lens of watches, legendary fashion stylist Law Roach and renowned singer and songwriter Teyana Taylor discuss the future of fashion as it relates to gender fluidity and boundless design. At the root of the conversation, Roach and Taylor emphasize the beauty of individuality and how it plays a role in who they are and where culture is headed.
In the modern world, all watches can be unisex. Roach and Taylor advocate that personal style is the only thing that matters when selecting items to wear.
Roach kicks off the two-minute short film showcasing his “little gay flag watch” — a diamond-encrusted Hublot Big Bang Unico King Gold Rainbow Automatic — to Teyana. The two discuss their own styles, flipping the script on fashion by up-ending gender norms throughout their careers and highlighting the importance of being able to wear what you want, especially if it makes you feel good, despite societal pressures. Towards the end of the film, Roach makes a powerful observation that Black Americans often set the tone across style and culture, which then leads to mainstream adoption.
“Who’s to say a watch should be worn based on gender? With Episode 2, we wanted to open the conversation: it doesn’t matter your gender or orientation—ultimately the only thing that matters about wearing a watch is your own look and self-expression. Law and Teyana were the perfect duo to speak to this,” said Marisa “Mars” Milisic, creative director at The Many.
“This piece we’ve titled, 'It’s About Time.’ We’ve come a long way from the ‘old school’ binary, and these two fabulous humans are the epitome of a ’new school’ authenticity—one that embraces fluidity and expert style,” added Kate “Rizzo” Digilio, creative director at The Many.
Segments of the interview will air in :06 and :15 second clips across paid social channels, including Facebook and Instagram, while the two-minute short film will be hosted on Instagram and YouTube.
The campaign will conclude with a luxury watch charity auction hosted by eBay and inspired by Law Roach and Teyana Taylor's personal style with all proceeds going to GLAAD to support their work in the LGBTQIA+ 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:
- “Old School Meets New School Episode 1” - the 60-second short film brought fashion icon Iris Apfel and Grammy-nominated rap artist Lil Yachty to discuss their love for timepieces.
- “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.view more - Creative
Social Lead, Luxury: Renata Salazar-Costa
Associate Creative Director, Social Media: Nina Louie
Director of Creative and Social: Maryann Bell
Head of Social Media Marketing, North America: Jen Haley
Head of Operations and Production: Kira Moller
Sr. Manager Paid Social Strategy: Craig Weinberg
Agency: The Many
Partner / Executive Creative Director: Blake Marquis
Creative Director: Marisa ‘Mars’ Milisic
Creative Director: Kate ‘Rizzo’ Digilio
Associate Creative Director: Aimee Brodbeck
Associate Creative Director: Nate Totten
Art Director: Conner Needham
Senior Copywriter: Marcus Blackwell
Group Brand Director: John Line
Senior Brand Director: Rediate Tekeste
Associate Brand Director: Emily Hambleton
Project Manager: Jin Laqui
Group Strategy Director: Andy Craig
Strategy Director: Nicole Fuhrman
Social Strategy Director: Jessica Bedussi
Senior Social Strategist: Adriana Solache Olijve
Head of Production: Dave Horowitz
Senior Producer: Kim Vorse
Production Coordinator: Connor Bland
Senior Designer: Sarah Burley
Senior Motion Graphics Designer: Scott Woodburn
Senior Designer: Chris Ruppelt
Media Director: Anthony Rocker
Associate Media Director: Alyssa DeSangro
Talent Manager: Elizabeth Walker
Production Company: Not Normal
Director: Christelle de Castro
DP: Johnny Komar
Executive Producer: Yann Henric
1st AD: Jill Warner
Line Producer: Lauren Marrero
Art Director: Isabel Aranguren Messuti
Gaffer: Chad Harrell
Key Grip: Jerod Nawrocki
Editorial Company: Whitehouse
Editor: James Dierx
Assist Editors: Jacob Cooper & Taylor Schwartz
Post Producer: Lucia Villalta
Color and Finishing: Carbon
Carbon EP: Matt McManus
Carbon Head of Production: Tina Starkweather
Carbon Producer: Maggie Robinson
Flame Artists: Connor Mullaney, Julio Leon
AE Artist: Katrina Zimmerman
Colorist: Briana Brackett
Color Assist: Cassie Benedict & Zoe Rain Lambert
Color Producer: Dan Butler
Color EP: Laurie Adrianopoli
Categories: Online retailers, Retail and RestaurantsThe Many, Thu, 09 Dec 2021 08:22:00 GMT