To some middle-aged women who grew up with trailblazers like Gloria Steinem, Billie Jean King and Angela Davis, the opening Wednesday of Kamala harris was a miraculous reward for decades of heavy labor.
For kids raised in a little more progressive times, watching a daughter of Jamaican and Indian immigrants become the country’s 49th vice president was a final moment.
New digital film titled “Today We Rise” captures the historic event through the eyes of girls (and some brothers and moms) across the United States With the swearing-in ceremony as a backdrop, the video shows their reactions in real time, varying slightly between generations and ranging from awe and wonder to relief and joy.
The campaign originates from Girl Up, a United Nations Foundation’s gender equality and leadership initiative, in partnership with Refinery29 and Ogilvy. Arriving at just over a minute, the room came together hours after Harris recited the oath of office to Supreme Court Justice Sonia Sotomayor, the first Latina to sit on the high court.
A network of volunteer photographers and filmmakers shot the footage in some 30 American homes as girls listened to the event in Washington, DC, via televisions, iPads and laptops. Editing for the Quick Start project took place immediately and the short film launched late Wednesday with the slogan “When a girl gets up, all the girls get up.”
Executives at Ogilvy decided not to write a screenplay for the spot because “we wanted people to experience it through the faces that will shape the future,” said Daniel Fisher, chief executive of world creation. “Vice President Kamala Harris may be the first woman to hold high office in the United States, but she will not be the last.”
Melissa Kilby, Executive Director of Girl Up, said Harris’ new role as Senior Vice President for Black Women and South Asia “is about hope and possibility – it’s about endless potential. , of every girl, everywhere. Girls seeing her swear an oath will grow up to remember when they thought they could do anything.
The film, with social and digital distribution, will also be featured in an essay by Simone Oliver, global editor-in-chief of Refinery29.
“I am not naive to think that the swearing-in of Vice President Kamala Harris was the antidote for a nation in need,” Oliver said in a statement. “It was all about representation and showing our daughters what is possible, and that possibility offers hope.”
Client: Girl Up
Melissa Kilby, Executive Director
Beth Nervig, Director of Communications and Digital Media
Jennifer DaSilva, Advisory Board Member, Girl Up and President, Berlin Cameron
Agency – Ogilvy
Daniel Fisher – Global ECD
Alvaro Rivera – Creative Director / Creative
Luca Corteggiano – Creative Director / Creation
Sally Miller – Executive Producer
Vanessa Manley – Project Manager
Pumie Msengana – Global Client Director
Cristina Diago – Strategist
Giovanni Messner – Director / Editor
Dannel Escallón – Director of Photography
Daniel Addelson – Additional photography
UNIT Studios London – Post House
Music – “Dream”
Jack Bennett – Composer
1107 Studios – Label
Andrew Stafford @ Big Sync Music – Music Supervisor