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Sannchia Gaston’s Puma film is a rallying cry for girls’ self expression
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Featuring a host of young musical talent, including AMARIA, SHASIMONE, Le Juiice and Bellah, Here. We Can Be celebrates young women’s freedom to stay true to themselves.
Puma's new 30-second film, directed by Sannchia Gaston and created by The Elephant Room, goes through the keyhole to capture a set of energetic performances of up-and-coming artists.
Including AMARIA, SHASIMONE, Le Juiice and Bellah, surrounded by an enthusiastic audience of young women, the spot is accompanied by a voiceover celebrating the joy, and necessity, of having a place to truly be yourself.
“The aim of the film was to create a vibey space that represents the idea of escapism through music, which was easily achieved with our featured artists - It was an absolute pleasure working with them” say Sannchia Gaston, Director
“Being a teenage girl is more difficult than ever, with a relentless pressure to show up or act in a certain way,” says Nina Taylor, creative director of The Elephant Room. “The campaign Here. We Can Be. gives young women a platform and space to be themselves, whoever they are, wherever they’re at.”
Credits
powered by
- Agency The Elephant Room/London
- Production Company Greatcoat Films
- Director Sannchia Gaston
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Credits
powered by
- Agency The Elephant Room/London
- Production Company Greatcoat Films
- Director Sannchia Gaston
- Sound The Music Lab
- Colour Glassworks London
- Creative Director Nina Taylor
- Producer Benjamin Opoku
- Creative Tom Carr
- Creative Adam Fish
- Producer Lucy May Miles
- Head of Production/Managing Director Sandra Spethmann
- Executive Producer Simon Oxley
- Executive Producer Micheal Newton
- DP Natasha Duursma
- Art Director Anthony Hensman
- Editor Leon Carlton
- VFX Artist Lee Delves
- Producer Andrew Patrick
- Creative Luke Gray
- Head of Design Khutina Griffiths
- Post Producer Emma Parkinson / (Producer - UK)
Credits
powered by
- Agency The Elephant Room/London
- Production Company Greatcoat Films
- Director Sannchia Gaston
- Sound The Music Lab
- Colour Glassworks London
- Creative Director Nina Taylor
- Producer Benjamin Opoku
- Creative Tom Carr
- Creative Adam Fish
- Producer Lucy May Miles
- Head of Production/Managing Director Sandra Spethmann
- Executive Producer Simon Oxley
- Executive Producer Micheal Newton
- DP Natasha Duursma
- Art Director Anthony Hensman
- Editor Leon Carlton
- VFX Artist Lee Delves
- Producer Andrew Patrick
- Creative Luke Gray
- Head of Design Khutina Griffiths
- Post Producer Emma Parkinson / (Producer - UK)
Puma is also recreating the experience in real life, with a pair of London and Paris Listening Parties inviting girls and non-binary people to meet the artists, hear them perform and sit down for a chat.
Gaston is part of Greatcoat Films’ new talent initiative, which supports young directors in developing their portfolio, navigating the creative industry, and building important new connections for their career. Sau Ali, who was previously part of the programme, signed to Greatcoat Films’ permanent roster earlier this year.
“Elephant Room are a brilliant and progressive agency who are open and willing to take chances on new talent. Sannchia took the opportunity and illustrated how this approach pays-off with fresh and vibrant work” says Greatcoat founder Simon Oxley.
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