It's On Us PSA film

 

Director:
Paul Mitchell

Production:
Mill+

Agency:
Mekanism


 

 

Director Paul Mitchell of Mill+ and creative director David Horowitz of Mekanism deliver a profound message from President Barack Obama and Vice President Joe Biden in a promotional spot for It's On Us, a sexual assault awareness campaign focusing on college campus audiences.

A wide variety of familiar faces have signed onto the campaign to challenge bystanders - particularly young men - to take a stand against sexual assault through preventive measures and personal responsibility. The simple, powerful spot features celebrities including Jon Hamm, Kerry Washington, Rose Byrne, Connie Britton and more. Mitchell and executive producer Kim Wildenburg led Mill+ designers in communicating the President's campaign with beautiful, authentic cinematography.
Mitchell spoke to us about the concept of the spot: "We filmed on a very simple white background and used a breezy light, providing a soft appearance. It was up-front and honest; a very clean look. We also used a split screen so you can see both the logo and an intimate close-up of their faces."
Adds Wildenburg: "We liaised closely with the team at Mekanism - specifically senior producer Kati Haberstock and Jason Harris, president and CEO. The fact that we can make a little bit of a difference while producing good work is great. It's for an important cause, and very applicable to what's happening in the news at the moment."
The It's On Us campaign launches from The White House on September 19. Take the pledge here.