Real-Life Foster Kids Star in Andrea Arnold's Powerful Spot for Youth Charity The Prince's Trust

First Commercial From the Oscar-Winning Director

Published On
Sep 12, 2017

Editor's Pick

Oscar-winning director Andrea Arnold ("Fish Tank," "Wasp" and "American Honey") has helmed her first ever commercial for U.K. youth charity The Prince's Trust, a film designed to inspired disillusioned young people that stars real-life fostered children.

The film revolves around a poem, 'Bulletproof', written and performed in the film by 16-year-old Maya Sourie, the winner of a U.K. national youth poetry competition, who spent large parts of her own childhood in foster care.

A montage of scenes shows various scenarios, from a child protecting a younger sibling from danger, to a young mum looking after her baby, to a young man packing his bags and moving out of a garage and into his first home, and an anxious young man securing his first job. Sourie's poem spreads the message that "pain is nothing but fuel to reach my full potential."

The Prince's Trust said it created the campaign following new research showing young people's confidence is suffering, with one in five 11 to 19-year-olds believing they will amount to nothing, one in four thinking people do not believe in them, and almost half thinking they will struggle to find employment.

In order to make the film as authentic as possible, Arnold cast young people whose lives and circumstances reflected those in the script, filming the scenes in their own homes and dressing them in items from their own wardrobes. The soundtrack is a contemporary choral piece, performed by inner-city youth choir Inner Voices and composed specifically for the film by Simon Bass.

The spot is by CHI & Partners, and Arnold, who won her Oscar in 2004 for "Wasp," directed it through Park Pictures. It will be supported by a print and out-of-home campaign.


Sep 12, 2017
Brand :
Client :
Agency :
CHI & Partners-London
Director, Marketing and Communications :
Paul Brown
Head of Marketing Partnerships :
Georgie Mew
Executive Creative Director :
Yan Elliott
Creative Director :
Danny Hunt
TV Creative :
Angus Vine
TV Creative :
Toby Brewer
TV Creative :
Danny Hunt
Print Creative :
Jon Coates
Print Creative :
Josh Welton
Head of Art :
Marc Donaldson
Designer :
Richard Forder
Head of Art :
Emma Modler
Planning Partner :
Sarah Clark
Creative Planner :
Paulina Goodwin
Business Director :
Charmaine Murray
Account Manager :
Lucy Almond
Account Manager :
Jess Franklin
Executive Agency Producer :
Charles Crisp
Agency Producer :
Emily Hendrey
Director :
Andrea Arnold
Film Production :
Park Pictures
Executive Producer :
Stephen Brierley
Producer :
Kat Mansoor
Co-Producer :
Freya Silk
Cinematographer :
Robbie Ryan
Editor :
Bill Smedley
Edit Company :
Visual Effects :
Gold Crest
Visual Effects :
Big Buoy
Colorist :
Rob Pizzey
Sound Editor :
Jamie Roden
Sound Design :
Neil Johnson
Sound Design Company :
Poem Author and Performance :
Maya Sourie
Music Composition :
Simon Bass
Music Company :
Pure Soho
Music Vocal Performance :
Inner Voices Choir
Casting :
Lucy Pardee
Print Photographer :
Adam Hinton
Cast Coordinator :
Emily Fortune

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