Little Simz big love
Adobe’s film sees the award-winning rapper and actor pay tribute to her role model and number one fan – her glorious mum.
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Credits
powered by
- Agency Ketchum/London
- Production Company Caviar/London
- Director Lainey Richardson
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Credits
powered by
- Agency Ketchum/London
- Production Company Caviar/London
- Director Lainey Richardson
- Executive Creative Director Indy Selvarajah
- Talent Little Simz
Credits
powered by
- Agency Ketchum/London
- Production Company Caviar/London
- Director Lainey Richardson
- Executive Creative Director Indy Selvarajah
- Talent Little Simz
This heartwarming love letter from Little Simz, Love The Journey, is a charming tale of maternal affection and support.
It was created by Ketchum London and directed by Lainey Richardson at Caviar, in support of Adobe’s drive to enable Creativity for All – which aims to encourage more young people to pursue careers in the industry.
More than 65 per cent of students from Black, Asian, and Minority Ethnic groups struggle to find inspirational creative role models, deterring them from pursuing a creative career.
Simz’ letter begins with her relating a love story that began in Lagos, in the 1960s, when an 11-year-old girl asked a boy to help her fetch water. Fast forward into the 1980s and the pair set off together leaving Nigeria to find a better life in the UK.
Reflecting on her parents’ journey and how they supported her own journey, she states that growing up, she “never knew life without love, food or shelter…. Without faith, care and a space to dream….”
Commenting on the film, Simz explains: “I’ve been incredibly fortunate to have had my mum as my champion from a young age and without her encouragement I wouldn’t have been able to use music, fashion and acting to express myself and be where I am today.”
“Pursuing a career in the industry can be daunting and unfortunately, I know not everyone has the same support network. As an industry and society, greater representation of minority groups is needed to showcase the next generation of talent that they can make it, they can be who they aspire to be and love what they do every day. I hope that through my work with Adobe I can help inspire others to pursue their passions.”
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