Director Joanna Bailey of Snapper Films teamed with MullenLowe London to make a thought-provoking film highlighting the lazy and harmful stereotypes that still plague advertising.
“The Problem is Not Seeing the Problem” is a powerful film that serves as a stark reminder that the industry has a long way to go to remove these false preconceptions from its output.
It was created for the Unstereotype Alliance, the industry-led initiative convened by UN Women–the lead UN agency on gender equality & woman’s rights.
Snapper EP Helen Hadfield said, “We had a great cast and a lot of fun doing it and are very chuffed to have made it. It was a chance to be a force for good and it’s very nice to be able to do that. No one belongs in a box or sits in a certain category. We have a common humanity. Let’s embrace it.”
Credits
Client UN Unstereotype Alliance Agency MullenLowe London, IPG Jose Miguel Sokoloff, chief creative officer; Alex Okada, global creative director; Jorge Eliecer Pinto, Juan Pablo Maldonado, creative team; Luke Judlin, producer; Trudy Waldon, director of integrated production; Rob Hare, designer. Production Snapper Films Joanna Bailey, director; Helen Hadfield, exec producer; Rosie Pike, line producer. Editorial Speade Sam Sneade, editor; Sam Allen, edit assistant. Audio Wave Ed Downham, sound designer; Ben Tomlin, head of integrated production; Jenn Saunders, production. Music Agency SixtyFour Music Joe Rice, music supervisor; KLANG, composer. Track title: “Alliance” VFX The Mill Colin Oaten, exec producer; Dan Crozier, production coordinator; James Pratt, 2D lead artist. Postproduction The Mill Seamus O’Kane, colorist; Charlie Morris, color producer.
Tom Tagholm of Various Films directed this moving piece for the U.K.’s Department of Health and Social Care (DHSC) out of creative agency MullenLowe UK.
Focused on adult social care, the public service film delves into the world of care providers and how they connect with those they help. We feel how gratifying it is to assist people in daily tasks, the value it brings to their lives--and to the lives of those who provide this special care.
It’s a special career for people who might not have previously considered the role. It’s about a fulfilling job that fulfills lives. There’s a shared, reciprocal energy that emerges from working together in this way.
Capturing this dynamic and doing justice to this human story grew out of the creatives and filmmaker spending an extended amount of time in this world--long before any scheduled lensing. At this juncture, there were no cameras, just getting to know those involved--sharing tea and chatting, driven by a curiosity about life.
And this facilitated down the line the capturing of real human stories--trying not to get in the way of the natural rhythms of these special relationships as they unfolded. The mission was to recognize and capture all this--and in some cases uncover the significant moments and feelings inside of an apparently normal day. At the same time, the role of adult special care providers isn’t sugarcoated. There are challenges on both sides of the relationship. Yet there is a magic to the seemingly mundane, practical beats in a life--getting from point A to point B, answering emails, shopping, the daily tasks where the connection felt the most vivid and inspiring. One such task was seeing a man in a kitchen, cutting an onion for the first time, experiencing the joy of cooking.
The... Read More
