'This is America' choreographer Sherrie Silver pulls some incredible dance moves in this AIDS charity film

Dancer follows the Childish Gambino video with 'Rock the Ribbon'

Published On
Nov 30, 2018

Editor's Pick

Sherrie Silver, the choreographer responsible for Childish Gambino's hyperviral "This is America" video earlier this year, shows off her own dance skills in a video by the U.K.'s National AIDS Trust highlighting World AIDS Day on Dec. 1. 

The ad, by London agency St. Luke's, shows Silver pulling some incredible moves to "A Little Respect" by Erasure in an empty dance studio with a red ribbon -- watched at one point by a deadpan security guard with a cup of tea as she glides across the floor in an office chair. The final voiceover, with the tagline "Rock the Ribbon," is by actor Stephen Fry. 

Directed by James Fitzgerald through Sonny, the film will be screened prior to all movies at London’s Regent Street Cinema throughout December and is part of a national multimedia campaign that also includes a dance-themed event at the Westfield London mall, which will encourage the public to rock the ribbon themselves through a dance mat and giant OOH screen.

Credits

Date
Nov 30, 2018
Agency:
St Luke's
Client:
National AIDS Trust
Executive Creative Director:
Richard Denney
Art Director:
Laura Stevens
Copywriter:
Claire Wombwell
Managing Director:
Ed Palmer
Senior Account Manager:
Emily Gill-Heginbotham
Digital Strategy Director:
Nikki Wilkinson
Planner:
Rob Sandford
Agency Producer:
Chloe London
Music:
Erasure – “A Little Respect”
Director:
James Fitzgerald
Production Company:
Sonny London
Designer:
Jon Hubbard
Designer:
John Brock
Producer:
Dan Gay
Editor:
Ed Cheesman
Edit:
Final Cut
Post Production:
Electric Theatre Collective
Producer:
Elle Lockhart
Producer:
Arianna Maniscalco
2D Lead:
Sarah Crux
2D Assistant:
Alberto Pizzocchero
2D Assistant:
Alex Prod'Homme
Colorist:
Tim Smith
Sound Design:
Ben Leeves
Sound Design:
Jungle
Director of Photography:
Jordan Buck
Senior Account Director:
Claire Byrne
Talent:
ITB Worldwide
Sponsor/Supporter:
The MAC AIDS Fund
Soundtrack:
Sony/ATV Music publishing/Theodore Music
Project Manager:
Georgie Moran
Designer for activation:
Jon Hubbard
Designer for activation:
Greg Danford
Designer for activation:
John Brock
Tech Production :
Andrew Newman
Tech Production :
Christy Downes
Tech Production :
Ben Hedges
Tech Production :
Patrick Wall
Tech Production :
Steve Matthews
Animation:
Dmitry Antipin
Animation:
Matt Hayson
Animation:
Louise Martinez
Animation:
ThirdEye Studio
Animator:
Dele.A
Designer for animation:
Jon Hubbard
Designer for animation:
Greg Danford
Designer for animation:
John Brock
Sound Design:
Josh Gemmell
Sound Design:
Apostle
Media:
Ocean Outdoor

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Project Type
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