Collaborating closely with agency creatives at GMMB, HiFi Project contributed a unique and uplifting music track for NARAL’s Pro-Choice America’s “Choice Out Loud” campaign and the launch of “40,” a photography and film project uniting “Cause+Culture+Creativy. HiFi Project enlisted U.K.-based music artist Marla’s “40 Winks and Back,” and created a re-mixed version of the song featuring Marla and Tone Def. rnrn”40,” which showcases the work of 40 photographers, launched this month in Washington, D.C. in honor of the 40th Anniversary of Roe vs. Wade, the landmark Supreme Court decision in 1973 which protected American women’s right to choose. Focused primarily on the Millennial generation, “40” celebrates the rights of the last 40 years, but also focuses on the future of the movement to cultivate new and existing young champions of choice.rnrn
rnTo view “40,” online visit www.ChoiceOutLoud.org or find more info on Facebook here.rnrn”40” involved the collaboration of forty prominent advertising, fashion, editorial, political and celebrity photographers; each asked to shoot a single female subject from the millennial generation. Hailing from New York to Montana to L.A., each face represents a cross section of religion, race and economic status. Each of the 40 photographers was asked to shoot between 60-150 frames in their own creative way. The film features 40 deeply personal, artistic expressions woven together to create one, powerful, stop-motion portrait of choice.rnrn”NARAL has been a leader in protecting a women’s right to choose for decades, but the group we need to reach aren’t familiar or very interested with the political side of this issue,” points out GMMB Creative Director Jeff Martin. “They don’t read ‘Politico,’ they read ‘People.’ Producing ‘40‘ was an entirely new approach for our client. I have to give them big kudos for letting go of the creative process as much as they did.”rnrn”As the idea started coming together, we knew we had the beginnings of something that could have cultural relevance for a new audience, but we really needed the music to set the tone, and take the idea to the next level,” says Creative Director Michael Carpenter. “Having worked with HiFi before, they were the first and only music house we approached because we knew they would deliver something great…and they did. When we heard Walter Cronkite reading the 1973 decision over the opening of the 40 Winks intro, people literally got goose bumps.”rnrn”It was a wonderful experience for us to work on the ‘Choice Out Loud’ film,” says Paul Robb, Creative Director/Partner of HiFi Project. “In terms of the overall music vision of the piece, we were tasked with creating a multi-faceted musical message. On the one hand, we needed to communicate the importance of the landmark Roe v. Wade decision for a generation that may not be as familiar with the details as those who came of age in an ‘ahem’ earlier time. At the same time, we were given strict (and I think absolutely corr
