For The Africa Center, home isn’t just a place–it’s a feeling. Located in New York City’s iconic Harlem neighborhood, The Africa Center exists as a cultural bedrock focused on centering African people on the continent and across the diaspora. Through its programming, the institution amplifies African history, heritage, and global influence, and offers a deeper understanding of contemporary Africa through authentic engagement with African culture and people living in communities across the world.
Droga5 New York created an inaugural brand campaign, “Home is Here,” which establishes The Africa Center’s role as a place for belonging and co-creation of the future of both community and continent. Highlighting the diversity of communities and experiences of Africans and those of African descent, the campaign kicks off with this :60 directed by Jared Malik Royal via Moxie Pictures. The film serves as an open invitation for Kinfolk to connect with their unique feeling of home at The Africa Center.
Launched the week of Juneteenth, the film is set throughout Harlem to capture sentimental moments that showcase common threads amongst a shared past and ancestry between Africans and those of the African diaspora.
CreditsClient The Africa Center Agency Droga5 NY Tim Gordon, Felix Richter, co-chief creative officers; Courtney Richardson, creative director; Gabe Santana, Roselyn Pia, copywriters; Germany Lancaster, Martha Gill, art directors; Ana Rice, associate designer; Mike Hasinoff, executive producer, film; Kenya Agunloye, producer, film; Mike Ladman, sr. music supervisor; Teia Meigneux, producer, interactive; Harry Roman-Torres, chief brand strategy officer; Claudia Vitarelli, Justin Clagette, sr. brand strategists; Isaiah Brown, brand strategist. Production Moxie Pictures Jared Malik Royal, director; Evan Burris Trout, DP; Michael Lenic, exec producer; Jake Riswold, production coordinator. Casting Nina Day Editorial Work Editorial Niles Howard (Kid Sister), editor; Julian Laing, assistant editor; Erica Thompson, exec producer; Samara Kelly, producer. Postproduction Nice Shoes Kaya Ono, Flame artist; T.J. Sponzo, exec producer; Serena Bove, producer. Color Electric Theatre Collective Luke Morrison, colorist; Oliver Whitworth, exec producer. Music James Tillman Song: “Ways” Audio Significant Others/Machine Sound T. Terressa Tate, sound engineer; Alek Rost, head of production. Experiential Production Company DotDot Kate Stevenson, creative producer; Chris White, design director; Elizabeth Perez, producer; Chris Liu, developer; Jacques Foottit, technical director; Chris Andersen, art director. Interactive Production Company Second Child Nereida Valles, graphics producer; Lisa Bishai, quality control manager; Hoyo Yiu, quality control specialist; Emmanuel Perez, George McAvoy, production artists; Laura Standley, head of copy & language services; Andrew Waldron, managing editor of copy & language services; Eric McQuade, sr. copy editor.
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More