Behind the Ribbon of the New National AIDS Trust Film

Earlier this week we showcased the fantastic new National Aids Trust [NAT] film, Rock the Ribbon [above]. Created by London agency St Luke’s and directed by James Fitzgerald through Sonny, the film is part of a national multimedia campaign for NAT in the run up to World AIDS Day, on Saturday 1 December.

The 90-second films stars and was choreographed by Sherrie Silver, who choreographed Childish Gambino’s smash viral hit This Is America back in May, and is narrated by Stephen Fry. Below, St Luke's ECD Richard Denney talks to us about the creative decisions made in the run-up to the project and how Silver managed to craft a stunning dance performace in mere hours, which she nailed in take one.

Above: St Luke's ECD, Richard Denney. 

"All of us, including James, didn’t have a clue what routine she was going to create for the track until the Monday morning."

What was the brief you were handed for this? 

National Aids Trust has done some simple activations around World AIDS day but hadn’t gained as much attention as they liked and, more importantly, needed. We didn’t just want to create something for them that would work for a few days to a small audience and then just disappear, that’s why we started by giving them big brand thinking in an agenda-setting idea. They also needed a strong identity which could be used across all their comms as well as donation boxes.

Did you immediately know how you wanted to approach it? 

Right from the start the focus of attention was always going to be about getting people to wear the red Ribbon. A really simple and clear objective.

Above: Sherrie Silver rocks the ribbon in the new film.

Charity films can often be very hard-hitting and tear-inducing; why did you decide to make this film more uplifting and positive?

HIV and AIDS scared the shit out of society right from the early 80s; a huge part of the problem. People became negative towards the condition and people living with it, so turned a blind eye.

Thankfully, a lot has changed in the last 20 years, and now people living with HIV can lead normal, healthy lives if the virus is detected early. We want to say HIV is beatable and change attitudes towards the stigma. But wearing the ribbon is still seen as taboo by many. 'If I wear it, will people think I have HIV?' or 'Will they think I’m gay?'.

"Usually you have a few days rehearsal for this, but we just didn’t have the time or money to approach it this way."

Making something uplifting and positive felt like the right way to get society thinking differently about this condition and cause. Wearing the ribbon is not only a celebration for the day, it’s a mark of respect and support for all those living with HIV, as well as for the people lost to AIDS. By inviting people to Rock the Ribbon rather than just wear it, we are inviting the kind of participation that makes people feel good. And we have already seen volunteers adopting a new upbeat behaviour as they get involved.

We hope in future will make people more receptive to learning more about the condition – and particularly to understand that you can now live well with HIV, on the right treatment.

At what point did Sherrie Silver come on board and why was she the right person for the spot?

Five days before we shot the film. Scary stuff but worth every new grey hair I’ve gained.

"Wearing the ribbon is still seen as taboo by many. 'If I wear it, will people think I have HIV?' or 'Will they think I’m gay?'.

How much did you already know about her work?

To be honest I didn’t know too much about her until [entertainment marketing company] ITB said she would be up for doing it. Obviously, I’d watched Childish Gambino's This is America [below] over and over again but, stupidly, hadn’t delved deep enough to discover her importance in the video’s success. She is a phenomenal talent and person and has taken this film to the next level. She talks to a younger, global audience who care deeply about global issues, which is crucial for NAT moving forward.

Above: Childish Gambino's This is Amercia, choreographed by Sherrie Silver.

What made James Fitzgerald the right director for this? 

We had done a couple of jobs with the incredible folk at Sonny this year so approached them first to see if they’d be up for shooting our film. They loved the idea and were in straight away, recommending James, an exciting new director who’d recently joined their roster. The direction and vision he creates in his work was just what we were after. Can’t recommend him enough. Huge talent!

How quickly did the choreography come?

Sherrie was away in the States and flew back to the UK on the Sunday afternoon. She had never danced with a ribbon before and in a couple of hours had created the dance at home. All of us, including James, didn’t have a clue what routine she was going to create for the track until the Monday morning.

Usually you have a few days rehearsal for this, but we just didn’t have the time or money to approach it this way. Her experience and total artistic licence was crucial. I’ll never forget the first take she did. We were all blown away with her performance, absolutely nailing it in her first take. The African influences in her dance style gave this incredible 80s track so much modernity and freshness it was just brilliant. What an incredible talent she is. So inspiring to see.

Was Erasure's track always going to be the music for this, or did it take a while to get to the chosen song?

Our client has a great relationship with Andy Bell of Erasure, who is living with HIV, and had told us he would be more than happy for us to use any of his tracks. A Little Respect was a no-brainer. Such an iconic Erasure track, and very relevant for our message. It’s beautiful.

What was the most challenging part of the project?

Money. Usually a big project like this demands a huge budget. Luckily NAT was donated £15k from [cosmetics company] MAC to cover basic costs to make this happen. It was then the case of knocking on doors to see who would love to get involved. ITB, Sonny London, Final Cut, Electric Theatre Collective and Jungle all loved the idea and cause, so jumped straight in. We can’t thank them enough. Their time, energy and craft has made this film so special.