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American, Also. - Cadence Films - Pyer Moss + Reebok JPG
American, Also. - Cadence Films - Pyer Moss + Reebok VIMEO 2m:52s

American, Also. - Pyer Moss + Reebok
Cadence Films

American, Also. - Pyer Moss + Reebok - Cadence Films


Title of Piece: American, Also.
Brand: Pyer Moss + Reebok
Production Company: Cadence Films
Client: Pyer Moss
Agency: Internal
Director(s): rubberband.
Short Synopsis: "American, Also"'s purpose was to present a fashion campaign as truly socially relevant, not using models, but rather using social advocates. This project was incredibly important to us in that it felt as brands become more socially conscious, and begin to use advertising as social capital, keeping earnestness alive in campaigns is increasingly important. The placement of this campaign needed to be aligned with this. The campaign is based in the cultural background of oppressed people from across America: the Compton Cowboys in LA (a group that advocates the rearing of horses as an alternative to gang violence), the Precious Blood Ministry in Chicago (an organization that leads Southside Chicago in restorative justice for gang and community violence), and the Cowgirls of Color in Maryland (a group of young women of color that looks to provide role models to young women across New England).
Runtime: 02:54
Release Date: 2018-11-01
Producer(s): rubberband. + Asha Mauria
Director of Photography: Jason Sondock
Editor: Nate Katz
Costume Design: Kerby Jean-Raymond + Eric McNeal
Music Composer: Raphael Sadiiq
Creative Director: Kerby Jean-Raymond
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