Our Mill+ creative director Paul Mitchell and executive producer Kim Wildenburg were honored with the opportunity to create a sexual assault PSA for It’s On Us, a new campaign from President Barack Obama and Vice President Joe Biden that enlists the support of a host of celebrities to combat sexual assaults on college campuses.
The White House partnered with a range of celebrities and collegiate, sports and media organizations to challenge bystanders - particularly young men - to take a stand against sexual assault through personal responsibility and preventive measures. The campaign asks everyone to take a pledge to step off the sidelines and be part of the solution to campus sexual assault.
The simple, powerful spot features a wide variety of familiar faces across sports, music, tv and film: Jon Hamm, Kerry Washington, Rose Byrne, Questlove, Kevin Love, Joel McHale, Common, Connie Britton, Mayim Bialik, Randy Jackson, Gina Gershon, Darby Stanchfield, Lance Bass and Olivia Munn.
Creative agency Mekanism developed the campaign which includes a website where anyone can take a pledge, share the spot, order a shirt and even film their own PSAs. Mekanism was looking for an all-in-one vendor to produce the spot as it was important to incorporate the logo and the split screen effect throughout.
In addition to producing the spot in collaboration with director David Horowitz of Mekanism, Mitchell and Wildenburg led Mill+ designers in communicating the President's campaign with beautiful, authentic cinematography.
Mitchell spoke to us about the concept of the spot: "We filmed on a very simple white background and used a breezy light, providing a soft appearance. It was up-front and honest; a very clean look. We also used a split screen so you can see both the logo and an intimate close-up of their faces."
Paul and Kim traveled to Washington, D.C. to see President Obama and Vice President Biden launch the campaign. Kim told us, "The fact that we can make a little bit of a difference while producing good work is great. It's for an important cause, and very applicable to what's happening in the news at the moment."
Watch the spot below and support the campaign by taking a stand against sexual assault. Take the pledge at http://ItsOnUs.org