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Step Up For Each Other – For the COMMA S/S ‘23 campaign, Director JENS SAGE tells us the equally motivating and shocking story of Iranian native FARNOUSH HAMIDIAN, as well as that of AMANDA BOOTH, the mother of a son with Down syndrome, or of MATY NDIAYE and GIEDRE DUKAUSKAITE.
“Standing up for each other – rarely has this been more important than in times like these. Our Spring/Summer 2023 campaign calls on us to do just that: to support each other, to put ourselves in the shoes of others and to offer help. To encourage those who are weaker and thus give them more strength. The faces of the campaign, Farnoush Hamidian and Amanda Booth, stand up for others every day. While one stands in solidarity with the protesters in Iran, the other fights for equal rights for people with disabilities.” COMMA.
“The stories of the Spring/Summer campaign faces show us more than ever that mutual empowerment is a topic which touches upon all areas of our lives. At comma, ever since the brand was founded in 1973, we are convinced that gender equality and the empowerment of women in business and society are key factors for sustainable development worldwide,” says Sabrina Müller, Head of Sustainability at comma.
The spot was filmed on a beach in Majorca in December 2022 : “On a picturesque beach in Majorca in December 2022, I sat down with each of them and conducted interviews. I had the freedom to spend more than an hour with each talent over the course of the busy shoot day so I could capture their stories.” Director Jens Sage tells us.
Besides the 30-second main spot on the topics of ‘Empowerment’ and ‘Sisterhood’, each of the women is introduced in their own short film and two longer interviews, which you can watch on the comma website.
GoSee : comma-store.eu & jenssage.com
20.03.2023 show complete article