Sherrie Silver Shows the UK How to 'Rock the Ribbon' for World Aids Day

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Electric Theatre Collective provides VFX for stunning spot narrated by Stephen Fry
Sherrie Silver Shows the UK How to 'Rock the Ribbon' for World Aids Day

Electric Theatre Collective lent their VFX talent to highlight the National AIDS Trust’s (NAT) new message to 'Rock the Ribbon' this World AIDS day (1st December).

The stunning film narrated by Stephen Fry, and showcasing the dance skills of Sherrie Silver, the incredible choreographer who directed Childish Gambino’s iconic viral hit ‘This Is America’ earlier this year, was created by London agency, St Luke’s, and directed by James Fitzgerald through Sonny.

Sherrie can be seen busting some amazing moves with the red ribbon - the global symbol for HIV awareness - which aims to deliver the NAT’s #RockTheRibbon message. The film will be screened prior to all movies at London’s Regent Street Cinema throughout December and is part of a national multimedia campaign.

The film aims to combat dominant and negative decades-long voices about HIV by empowering an army of advocates to rise up, stand together and set the agenda on World AIDS day to stop the disease in the UK in our lifetime.

Electric Theatre Collective amplified the dazzling film with their award-winning visual effects capabilities, whilst colourist, Tim Smith, lent his skills to bring effortless beauty to the spot.

Sherrie Silver said: “Whatever hardships we are going through, dance has always been a source of joy for us. That’s why I particularly love the concept of this film, which aims to deliver a powerful message through the positivity of dance. I am also excited and proud to have added some African flavour into a classic 80s track! I’m hoping the video will inspire the audience to engage with this cause.”

Deborah Gold, chief executive of NAT (National AIDS Trust) said: “We’re so excited to have been able to make this film to serve as a reminder that absolutely everyone should rock the ribbon on World AIDS Day. This simple, visual show of support means a lot to people living with HIV as well as their families and loved ones. Sherrie’s mesmerising dance embodies the pride everyone should feel in showing solidarity and raising awareness.”

Ed Palmer, managing director at St Luke’s said: “The red ribbon has been a beacon of hope for those living with HIV for nearly thirty years.  We believe the campaign will breathe new life into this icon and invite the world to Rock the Ribbon.”

Giles Cheetham, co-founder of Electric Theatre Collective said: “It’s wonderful to be part of a campaign that uplifts and energises the nation. ‘Rock the Ribbon’ encourages us to unite in a refreshingly positive way."

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Client

Brand: National AIDS Trust (NAT)

CEO: Deborah Gold

Post Production / VFX

2D : Alberto Pizzocchero, Alex Prod'Homme

2D Lead: Sarah Crux

Colourist: Tim Smith

Post Production Company: Electric Theatre Collective

Producer: Elle Lockhart, Arianna Maniscalco

Creative Agency

Art Director: Laura Stevens

Copywriter: Claire Wombwell

Creative Agency: St. Luke’s

Designers: Jon Hubbard, Greg Danford, John Brock

Digital Strategist: Nikki Wilkinson

Executive Creative Director: Richard Denney

Managing Director: Ed Palmer

Planners: Rob Sandford

Producer: Georgie Moran

Senior Account Manager: Emily Gill-Heginbotham

Genres: Choreography, Music & Sound Design, Visual VFX, People

Categories: Charity, Corporate, Social and PSAs

Electric Theatre Collective, 1 year ago