SHOOT ONLINE: Procter & Gamble has debuted “Widen the Screen,” a film from Grey and its Cartwright agency, with a call to action to present a more balanced, dynamic and joyful view of Black life beyond common stereotypes.
The film, created and produced by a team of largely Black creators, ends with the line, “Let’s widen the screen to widen our view.” It challenges the expectations viewers have from the portrayal of Black life often seen on the screen.
Directed by Kevin Wilson, Jr.
via production house Chelsea Pictures, the film is part of P&G’s major new initiative to challenge racial bias and racism on the screen. The initiative includes an expanded content creation, talent development and partnership platform to support Black creators across the advertising, film and TV industry.
This latest film from P&G follows in the footsteps of “The Choice,” about the responsibility of white people to take action against systemic racism, and “The Pause,” the moment of apprehension an LGBTQ+ person feels during an introduction while deciding how much of themselves to reveal.
Client Procter & Gamble Agencies Grey and Cartwright, John Patroulis, worldwide chief creative officer; Justine Armour, chief creative officer; Keith Cartwright, chief creative officer; Joe Mongognia, executive creative director; Ben Howard, associate creative director/art; Alvaro Soto, associate creative director/copy; Abigail Hoeflinger, copywriter. Production Agency Townhouse James McPherson, chief production officer; Rondell Wescott, executive integrated producer; Natasha Howell, talent manager; Kurt Steinke, music producer; David Lapinsky, music producer. Production Chelsea Pictures Kevin Wilson, Jr., director. Editorial Work Editorial VFX/Finishing/Color Electric Theatre Company (ETC) Music Found Objects Sound Design/Audio Post Sound Lounge Casting Kelly Tippens Casting Narrator Mahershala Ali
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