You Love Me is a short film that aimed to unpack the world’s fascination with Black culture while showing that the lives that make up that culture are one and the same. In other words, you cannot love the culture while consistently disregarding the people. The film sought to speak from inside the Black community outwards – making sure the audience felt seen and heard while solidifying Beats as a platform to amplify the voices of Black youth at a crucial time in collective history.
What did the judges have to say?
"It's one of two works that really stayed with me, both visually and emotionally. It has an authentic point of view, and the message is vivid and strong. It's effortlessly cool and has a perfect flow of beautiful, strong images."Adi Halfin, Director, Lief (UK), Chelsea (US)
"This ad is what we call a masterpiece. A perfect balance between cinematography and political messages. She sublimates the echoes of social struggles with this poignant film."Karim Naceur, Global Head of TV Production, BETC Paris
"This is one of those films entered in Digital which I wish we had a Digital Storytelling sub-category for. It was masterfully written, shot, and directed, based around one provocative insight. Powerful piece of work."Airina Imran, Creative Director, Ogilvy
"It was a magnificent piece of film highlighting the issue with such a beautiful insight, making connections between the culture and the people behind it. Beautifully crafted, too."Martin Svetlík, Creative Director, SYMBIO
"Beautiful cinematography, beautiful direction, perfect casting, incredible VO. Extremely moving."Nnena Nwakodo, Producer, Bartle Bogle Hegarty (BBH) Global
"The script is incredibly powerful, timely and so well crafted."Pete Baker, Film and Experiential Director & Senior Partner, The Glue Society
"With a lot of great work, you can see where it came from, but this work just came out of nowhere. Powerful, beautifully made and genuinely original."Angus Macadam, Chief Creative Officer, THOSE Creatives
"Bold and true but also thought-provoking. It's a film with an important message to change perception."Valerie Madon, Chief Creative Officer Asia, VMLY&R Singapore
"It touches on a painful matter, is made simply and brings a simple and correct insight."Kfir Peretz, Art Director, McCann Tel Aviv
"To capture an insight so beautifully and poignantly, and then craft it in a way that speaks to the world at a time when the world needs to hear it, makes this a piece that will be iconic for years to come."Alexis Bronstorph, Chief Creative Officer, Taxi Toronto
"Simple yet highly emotional language. Brilliantly executed, and a culturally relevant message that is much bigger than an ordinary advertising promise."Heiko Freyland, Executive Creative Director, Independent Creative
"This felt like a mirror being held up, not just to society in general, but to other brands who have historically capitalised off Black culture/art. The sentiments expressed in this piece hit the nail on the head and tapped into how the Black community in America has always felt about how it’s both loved and hated$a deeply held sentiment not just borne out of this past year's events alone. It's also so refreshing to see a brand stand by its base so fiercely while risking brand appeal amongst others."Keenon Daniels, Copywriter, Trustly
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