His latest project, the TV special series “When We Rise” earns critical praise for its portrait of the Gay Rights movement.
Dustin Lance Black is one of today’s most insightful and inspiring filmmakers on the subjects of LGBT rights, gender equality and inter-racial coexistence. He first rose to fame in 2009 when he was awarded an Academy Award® for his screenplay to the film Milk. Since then, he has achieved success as a film and television director, playwright, social activist and commercial director on issues related to equality and activism. His latest work is When We Rise, a luminous four-part ABC television series tracing the history of the gay rights movement from 1972 through 2013. Black created, executive produced, and wrote the script for the 8-hour drama, which interweaves the stories of three San Francisco gay rights activists. He also directed the 2 hour finale which has been lauded as a powerful conclusion to the mini-series. Variety says that the show “shines when it focuses on youth” and called it “resonant.”
Entertainment Weekly described Black as one of the most important voices of his generation, stating that he “demonstrates certain qualities that don’t come easily — patience and the conviction that great change can always be affected, somehow. His is an attitude that lies somewhere between optimistic and academic, with roots deeply embedded in two key chapters of his story.”
Black’s work in the commercial arena, produced in tandem with Los Angeles-based Bully Pictures for major consumer brands, is no less illuminating on topical social issues. For Tylenol, Black directed a commercial featuring a variety of non-traditional couples, one a male couple with a newborn child. “Family isn’t defined by who you love,” concludes the voice-over, “but how.”
“I respond to stories that are impactful, that can help people out,” says Black. “With Tylenol, I thought it furthered the conversation. It’s not just about LGBT families; it’s about a whole slew of families who might be treated differently because they don’t fit a certain mode.”
More ambitious is Black’s work for Coca-Cola, which includes a series of three short films for Latin American markets. Conceived by Pereira & O'Dell, the films center on teenagers facing “crossroads moments” where friendship triumphs over cruelty. The first two films deal with spiteful rumors, broken romances and misunderstandings that are often deeply hurtful to young people. The third film, The Text, centers on the friendship between two Brazilian boys and what happens when one learns that the other is gay.
“I direct these stories because I feel that they can have an impact,” says Black. “Yes, they are selling a product, but you can sell a product while influencing society in positive ways. These are content pieces that are doing that.”
Black sees little difference between his work as a filmmaker and as an activist. “To me, it’s one and the same,” he explains. “Whether you are filing a Supreme Court case or making a film, it’s all about storytelling. If you want to win in court, you need to tell your story well and in an emotionally compelling manner. When you make a film, you do the same thing.”
“I’m turning a mirror on the societies where these ads appear to show them what is already there but isn’t often discussed or embraced in an open manner,” says Black. “I’m reflecting back the best of what we are.”
Jason Forest Executive Producer Bully Pictures 310.745.1635 Contact Jason via email
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Media: Linda Rosner ArtisansPR 310.837.6008 Contact Linda via email
Sonic Branding For Social Media: Engage, Align, Connect
By Chad Cook -- With more than five billion people accessing social media daily, savvy brands understand the importance of cultivating a strong social identity. They devote massive resources toward brand awareness, audience targeting, content strategy and community engagement. Yet, while they know that social platforms are critical to boosting sales and attracting new customers, many neglect one of the most effective tools for connecting with consumers: sonic branding. Marketers often associate sonic branding with catchy mnemonics used by big brands like McDonald’s, Netflix and Intel in their advertising. But that is a very limited view of what sonic branding is and what it can do. Sonic branding is a way to build awareness and stimulate engagement across all touch points, from advertising to broadcast digital, in-person and social. And it’s not limited to members of the Fortune 500. Brands at all levels can benefit from a sonic identity that is memorable, engaging and reflective of its core values. Sound has been scientifically proven to be deeply tied to memory and emotion. There’s a reason that certain songs stick in your head and bring back memories formed years or even decades earlier. So, it’s surprising that sonic branding is often an afterthought in marketing plans. That is especially true in social media marketing. Faced with tight deadlines and strained budgets, creative teams are often tempted to select music for their content simply because it “fits.” Unfortunately, that may result in content that is in tune with what’s trending but is out of tune with brand identity. Effective sonic branding, by contrast, requires thoughtful strategic planning,... Read More