LONDON, UK — Barbie, the world’s #1 global toy property*, teams up with Clara Amfo and London grassroots girl-focused project Milk Honey Bees, to create an empowering social film directed by PRETTYBIRD UK filmmaker Eloise King. The film celebrates girlhood and the limitless potential of girls.
Research shows, starting at the age of five, many girls begin to develop limiting self-beliefs. This issue is called the “Dream Gap.” Early indicators suggest that for Black girls, the impact is even larger and this negative self-perception at a young age can be detrimental.
To help combat this, Barbie tapped one of the UK’s leading broadcasters Clara Amfo – recently announced as a Barbie Role Model – along with London grassroots organization Milk Honey Bees, and talented award-winning filmmaker Eloise King, to create a powerful film centering girls, and embodying Barbie’s 2021 International Women’s Day ‘Raise Your Voice’ campaign anthology, demonstrating to girls that ‘You Can Be Anything.’
Director Eloise King has created an anthemic and emotionally driven film to support this initiative; the 60” and 30” social spots are a rallying cry to girls and women on why it’s important to stand up for yourself, your dreams, and your beliefs, how you can build confidence, and how young girls can be empowered to believe in their potential. The spots show Clara Amfo as a positive role model who inspires children to believe in themselves and their voices.
Watch the film here:
https://prettybird.co/eu/talent/creatives/eloise-king/work/milk-honeybees-x-barbie-limitless-potential-w-clara-amfo/
The spot begins with a call to action from inspiring Milk Honey Bees founder Ebinehita Iyere, asking Clara how they can show Black girls how amazing they are; Clara knows just the team to help her spread the message. Five fantastic Black girls – Isis, Riley-Ann, Kenedy, Adunni, and Bailey – cast through Looks Like Me Agency run by Selma Nicholls, catapult the spot into a high energy and heart-warming manifesto of affirmations.
Broadcaster and Barbie Role Model Clara Amfo says: “There is so much power in being able to see yourself reflected positively in the world as an adult, and it’s even more potent as a child. That power and the confidence that comes with it should only be protected and amplified.”
Filmmaker Eloise King adds: “Clara is a beautiful role model. In creating this piece for Barbie, I responded to Clara’s joyful energy, the important community work of Milk Honey Bees, and ethos of Barbie’s ‘Raise Your Voice’ campaign, to amplify the essence and voices of 5 incredible Black girls whose talents, personalities and confidence shine in their own unique ways. My film centers joy and play, to encourage all girls to harness their limitless potential.”
Founder of Milk Honey Bee’s Ebinehita Iyere: “Our work has always been about ensuring that Black Girls feel seen and heard, and with Clara Amfo and Barbie we were able to do that. This has and will always be about supporting girls to raise their voices and celebrate their limitless potential.”
The film portrays the unwavering confidence of these young girls and fills the viewer with a sense of hope. The film will live online next to a number of other pieces of empowering content by Barbie which launched on International Women’s Day.
The film is part of Barbie’s International Women’s Day campaign and follows the brand’s announcement of Clara Amfo’s announcement as a Role Model doll, a one-of-a-kind doll created in Clara’s likeness – the highest honor from the Barbie brand. This year, Barbie is supporting a Milk Honey Bees community creative writing program and resource, which will culminate in a ‘Raise Your Voice’ anthology.
CREDITS
Limitless Potential with Clara Amfo and Milk Honeybees x Barbie
March, 2021
Client: Mattel/Barbie
PR Account Director: Scarlett Ward
Barbie UK Senior Brand Manager: Natasha Erlandson
Client: Milk & Honey Bees
Starring:
Clara Amfo
Ebinehita Iyere
Young Director: Kenedy McCallam-Martin
Dancer: Riley-Ann Nicholls Murphy
Scientist: Adunni Durosinmi-Etti
Musician: Isis Caletti
Artist: Bailey Walters-Lawrence
Production Company: PRETTYBIRD
Co-Founder UK/ Exec Producer: Juliette Larthe
Director and Creative: Eloise King
Writer: Laura Kirwan-Ashman
Head of New Business: Mia Powell
Producer: Paulette Caletti
Production Manager: Benji Landman
Production: Yazz Anderson-Moore
1st Assistant Director: Steven Olugbenga Eniraiyetan
2nd AD Jason Osborne
Director of Photography: Joel Honeywell
Stylist: Leah Abbott
Hair Stylist: Isaac Poleon
Hair Stylist Assistant: Tyeesha Taylor-Scott
MUA: Sogol Razi
Art Direction: Joseph Bond
Art Direction: Jade Adeyemi
Location Manager: Bart O Sullivan
1st AC: Hopi Demattio
2nd AC James Malamatinas
Sound Recordist: John Thorpe
Gaffer: Bernie Prentice
Electrician: Mike Casserly
Camera Trainee: James Groves
DIT: Mark Koslowski
Art Department Assistant: Sasa Thompson
Casting: Selma Nicholls
Founder & Casting Director
Looks Like Me Casting
Editor: Anne Perri
Music: Asriel Hayes accompanied by Madison Dorsett and Henry Gross
Edit Assistant: Miles Watson
Edit Producer: Ben Tomlin
Editors: Work Editorial
Head of Colour: Luke Morrison
Post Producer: Oliver Whitworth, Claudia Carmichael
Online Editor & Post House: Electric Theatre Collective
Sound Designer: Chad Raymond
