Inspired by Kitty O’Meara’s poem that starts, “And the people stayed home,” creatives, connected by six degrees of isolation, in New York, Dublin, London, Newcastle (UK) and Melbourne, have collaborated on a short film, And the People, which aims to inspire solidarity during the COVID-19 pandemic, while raising funds for women on the frontline as well as those vulnerable to increased health risks and domestic violence.
Combining a collection of readings in 10 languages with user-generated content from over 20 countries, directors Julia Ngeow and Marion Bergin’s short tells a story of resilience and the power of humanity to come together, even while separated, offering a silver lining to the dark cloud we’re all living through. From different cultures, ethnicities, ages, abilities, and across the gender spectrum, And the People weaves a rich tapestry of life in the age of isolation.
The short drives viewers to the And The People website (click here) to make financial donations, 100% of which will go to the United Nations Women Pandemic Response, an initiative which helps global health and social care work first responders, 70% of whom are women according to the UN. Funds are also directed to aid mothers who, as offices and schools are forced to close, face the challenge of balancing childcare with working from home. The UN pandemic group is also geared up to help women and girls who are at increased risk of infection and loss of livelihood as well as having to deal with reduced access to sexual and reproductive health services. Furthermore aid will be given to abuse victims. Media reports around the world indicate a global upsurge in gender-based domestic violence, since the same time last year, as isolation measures force girls and women to be locked-down with their abuser.
Credits
Creative Kitty O’Meara, writer (short is inspired by her poem); Sheleen Jegasothy, copywriter/communications; Louise Hickey, communications. Production Marion Bergin, Julia Ngeow, directors; Ash K. Halliburton, producer/art director; Bola Olashore, producer. Editorial Julia Ngeow, Marion Bergin, editors. Music Elie Omeir. Photos & Videos Adri Marais, Ahmed Jelwah & Sarah Baradah, Alexandra Moye, Anthony Pius, Christopher Lettley, Beth Fletcher & Abbie Rosenthal, Bitu Thomas, Bola Olashore, Brett Degnan, Cecile Sinclair, Charlie Oginni, Chris Fisher, Chris Lettley, Cody Cameron-Brown, Dara O’Brien, David Abramovich, Elise Giannotti, Emerson Garland, Erin Lee Smith, Robyn & Frederick Ngeow, Gwendolyn Fay Ennis, Hanady Khalil, Jesus Herrera, Julia Made Sullivan, Kainat Atta Ur Rehman, Kaya & Anthony Wolch, Ksavi Joshi, Lauren Giannotti, Lee & Pippa Dauven, Liza Suh, Luisa Ngeow, Nyami Bulunga, Mark Lloyd, Mischa Ipp, Nesrin Mawas, Niall McGillicuddy, Pavan Mukhi, Raha Mohdtaha, Rebecca Ahdoot, Ric Uccioli, Rosida & Elhan & Eian Dean, Ruika Lin, Samara & Zachary Caparanga, Sankalp Rawal, Shaili Hoshmand, Shea Khan, Sofie Malmstrom, Stephen Gonah, Steven Alyian, Süveges Panni & Virág Bárány, Sviatenko Liudmyla, Toddy Stewart, Zee Singh. Abi Diaz, Agostina Tarchini, Ahyvin Bruno, Alfonso Del Moral Artist, Alba Duarte, Ali Kurshat Altinsoy, Allison Hanes, Agostina Tarchini, Amanda Lee, Amechi Ihenacho, Phoebe & Heidi Ihenacho, Amedeo David D’Amico & Elvira Sciullo, Ana Sanchez-Peña, Andrea Gasparini, Ann Crabtree, Antonio De Vico, Artur Carvalho, Armand Hough, Ash K Halliburton, Barb Dacus, Beyonce Sunley, Bina Mae, Bigben Besten, Bola Olashhore, Breanna Cruz, Sarai Cruz, Amara Cruz, Brendon Weber, Caoimhe Redmond, Cheryl Thomas, Chris Magson, Cinzia Gabriele, Deirdre O’Doherty, Daniel Vilante, Danielle Maguire, Davide Pambianchi. Davidji, Deborah Lucas, Donal Talbot, Dr Prathyusha Naidu & Dr Pranusha Naidu, Dugila iii, Emma Louise Dudlyke, Erin Lee Smith, Efthimis Pournaras, Eve Martinez, Fashion Design Studio , Filippo Rubin, Georgia Rose, Giovanna Hall, Greg Magliore, Harriet Morris, Jake Grez, Jaqueline Ahuraian, Jarrel The Young & Nikita D’Souza, Jehan Jarschel, Jody Daniels, Jody Leader, John Cleary, Joseph Daye, Julia Ngeow, Karla Maree O’Sullivan, Keanu Moore, Kopi, Karolina Bozajkovska, Kristin McQuade & Tori Bateman, Kristina Kulakova, Ksavi Joshi, Laura Bidgood, Lea Oestreicher, Lucciana Bolivar, Lynn Bartosh, Maggie Kilcoyne, Marco Maiorana, Maria G, Marion Bergin, Mary Higgins, Meera Menon, Mery Clotilde, Mikel Hodaj, Mirna & Dima, Mitra Nemati, N Dar, Natasha Bozajkovska, Nandhu Santhosh Kallelil, Niall McGillicuddy, Nitish Arora, Nico Gioffrè, Ospedale Bambino Gesù, Odie and Freude, Panna, Patricia Izquierdo, Pavlina Chladkova, Pedro De La Fuente, Rajni Lerman, Rathin, Rene Asmussen, Renjini Renjini , Rich and Regular, Rory Langdon-Down, Ruby Gaskell, Seila, Samara Addai, Sheems, Sheima Abukar, Sheleen Jegasothy, Shilpa Chaudhary, Sofia Espana, Sofia Bou, Sofia Lopez Bravo, Sofie Malmstrom, Sophie Jones, Srdjan Kojic Djidja, Stephanie Gould, Suraphat Nuea-on, Sydney Cruz, Taisuke Nakao, Tami BSN RN, The Creative, Theresa, Tiana Traffas, Tiffany Hope, Tomassi Wine, Victor Moreno Santos, Vittorio Savelli, Weronika Malinowska, Will Jack Robinson, Winnie Cheung.
Tonal, the strength training system combining revolutionary digital weight technology with personalized, AI-powered coaching, has introduced its new brand platform, “Power Progress,” and advertising campaign developed in partnership with Quality Experience (QX), the creative independent agency founded by Ari Weiss.
Directed by Aube Perrie of Pulse Films (UKMVA Director of the Year 2023 & 2024, UKMVA Best New Director 2021 and Webby’s Best Music Video 2022) with visual effects from The Mill NY, this brand film contrasts how the heavy chains of the past still shape how we work out today, with Tonal representing the future of fitness.
In addition to the brand film, the campaign includes cutdowns ranging from 90 seconds to 15 seconds, with even the shortest spot clearly connecting the old and the new. French director Perrie’s body of work includes music videos for Harry Styles, Megan Thee Stallion, and RM’s “LOST!”
“Sports marketing has had a long history of breakthrough advertising,” said QX creative chairman Weiss. “We wanted to launch with an idea as disruptive as the product itself. Not an easy bar to live up to. Like any great idea the insight is dead simple but the execution is unexpected and riveting. Great sports marketing doesn’t happen without great sports marketers and the team at Tonal shared our ambition to make the marketing as disruptive as the product.”
