CINCINNATI, USA – Procter & Gamble has debuted “Widen the Screen” a new film from Grey, and its Cartwright agency, with a call to action to present a more balanced, dynamic and joyful view of Black life beyond common stereotypes.
The film, created and produced by a team of largely Black creators, ends with the line, “Let’s widen the screen to widen our view.” It challenges the expectations viewers have from the portrayal of Black life often seen on the screen.
The film is part of Procter & Gamble’s major new initiative to challenge racial bias and racism on the screen. It includes expanded content creation, talent development and partnership platform to support Black creators across the advertising, film and TV industry. Please see the website: us.pg.com/widen-the-screen/
This latest film from Grey follows in the footsteps of “The Choice” about the responsibility of white people to take action against systemic racism and “The Pause,” the moment of apprehension an LGBTQ+ person feels during an introduction while deciding how much of themselves to reveal.
CREDITS
P&G Widen the Screen Creative & Production Credits:
Creative Agency: Grey New York
Client: Procter & Gamble
Title: Widen the Screen
Worldwide CCO: John Patroulis
CCO: Justine Armour
CCO: Keith Cartwright
Executive Creative Director: Joe Mongognia
Associate Creative Director/Art: Ben Howard
Associate Creative Director/Copy: Alvaro Soto
Copywriter: Abigail Hoeflinger
EVP, Account Director: Debby Reiner
SVP, Account Director: Lisa Montana
VP, Account Supervisor: Allison Lane
Planning: Jhanell Biggs
Planning: Juliana Diatezua
Director: Kevin Wilson, Jr.
Voiceover: Mahershala Ali
Production Agency: Townhouse
Chief Production Officer: James McPherson
Executive Integrated Producer: Rondell Wescott
Business Affairs Manager: Vicky Giovanis
Talent Manager: Natasha Howell
Music Producer: Kurt Steinke
Music Producer: David Lapinsky
Production Company: Chelsea Pictures
Editorial Company: Work Editorial
Telecine Company: Electric Theatre Company (ETC)
VFX Company: Electric Theatre Company (ETC)
Audio Finishing: Sound Lounge
Music Company: Found Objects
Sound Design Company: Sound Lounge
Casting Company: Kelly Tippens Casting
Picture Finishing: Electric Theatre Company (ETC)
BTS Photography: Apostrophe Reps
BTS Video: Two Fifty Media
