Jess, the quirky star of New Girl played by Zooey Deschanel, is the inspiration for FujiFilm brand Instax's campaign promoting its sponsorship of the TV series on E4.
M&C Saatchi wrote more than 100 ditties similar to the kooky songs performed by Jess on the ukulele and used them to create 88 idents to air across 22 episodes. Each ident features between four and 15 photographs that align with the song of that spot, taken by real photography students.
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