National AIDS Trust: Rock the Ribbon

Created by London agency St Luke’s and directed by James Fitzgerald through Sonny, this joyful film is part of a national multimedia campaign for The National AIDS Trust (NAT) in the run up to World AIDS Day on Saturday 1 December.

It features Sherrie Silver, the choreographer who directed Childish Gambino’s smash viral hit This Is America back in May, lending her skills to another awesome dance video. Here she throws some seriously impressive shapes to the Erasure hit A Little Respect, performing with a red ribbon – the planet’s symbol for HIV awareness.

Narrated by Stephen Fry, the film will be screened prior to all movies at London’s Regent Street Cinema throughout December. Ed Palmer, MD 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.”

Sherrie Silver said: “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.”