'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'
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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