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The Look
Agency SATURDAY MORNING / Los Angeles + Procter & Gamble / Cincinnati + North Kingdom / Los Angeles + Barking Owl Sound / Los Angeles
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Category
Television / Film / Online Video / Movie Trailer
Annual ID
ADC_ADV21_032S
About the Work
Created for cinema and broadcast television, an extended version of 'The Look' premiered on broadcast television in June 2020 on Oprah Winfrey's Town Hall following the murder of George Floyd. ‘ The Look’ was launched as a narrative film from the SATURDAY MORNING creative collective in partnership with Procter & Gamble to highlight the unconscious biases that black men are forced to confront on a daily basis. The moving film leverages the real life experiences of the team at SATURDAY MORNING to provide a window into the world of a Black man. It shows the 'looks' he receives through a variety of encounters that symbolize a continuing barrier to acceptance. The camera follows a Black man as he moves through these moments showing both his point of view as an elevator closes, and that of those inside the elevator who do not move to stop the closing doors. The film carefully builds a story that reveals what unconscious bias looks like as seen by both the protagonist and the individuals who literally look at, and past him, through his day. The campaign is the first of its kind to broaden the narrative to boldly show both sides of bias - the cause and effect. The Look has an ambitious goal of helping educate the public about what unconscious bias is, what it looks like and to provide tools to change behavior.
2021 Awards
Total Points: 21
Silver Cube
Credits
Agency
SATURDAY MORNING / Los Angeles
Digital Agency
North Kingdom / Los Angeles
Client / Brand
Procter & Gamble / Cincinnati
Production Company
Stink Films / Los Angeles
Music / Sound Production Company
Barking Owl Sound / Los Angeles
Post Production Company
Cabin Editing / Los Angeles
Company 3 / New York
Art Director
Eric Margusity
Fernanda Guerrero
Creative Director
Kelly Bayett
Designer
Benito Lopez
Rick Souza
Thiago Gripp
Director
Anthony Mandler
Executive Producer
erin sullivan
Fran McGivern
Remy Foxx
Sound Designer
Morgan Johnson
Strategist
Sophie Ozoux
Assistant Editor
Nicholas Deliberto
Cinematographer
Malik Sayeed
Interactive Copywriter
Brigg Bloomquist
Senior Producer
Aneisa Hagen
Chief Brand Officer
Marc Pritchard
Chief Communications Officer
Damon Jones
CMK Senior Manager
Fiona Turner
Co-Founder
Geoff Edwards
Jayanta Jenkins
Keth Cartwright
Kwame Taylor-Hayford
Colorist
Sophie Borup
Front-end Developer
Waverly Mandel
Managing Director
Jeff Baron
Nina Amjadi
Managing Partner
Carr Schilling
Mix
Aj Murillo
Olay Brand Director
Ryan Butler
Partner Lead
Deja Cox
Senior Brand Director, Global Brand Building & Media Innovation
Eric Austin
Senior Director of Production
Renato Ibarra
Senior Director, Corporate Communications, Equality & Inclusion
Crystal Harrell
Service Co Red Creek
Ivan Entel
Stylist
Monique Vilfort
Technical Director
Patrick Waks
VP, NA Hair Care Portfolio & Multicultural
Lela Coffey
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