The P&G Olympic spot, previous campaigns helmed by González Iñárritu, Lance Arnold and Jeff Nichols, sees Alma Har’el tackling bias, in a tribute to mothers worldwide. The story, part of a new campaign #LoveOverBias, is inspired by real athletes’ personal stories and struggles. As celebrated & premiered by Ellen DeGeneres last night, Alma is the first female ever to direct this impressive campaign.
With storytelling so well crafted, the spot’s nothing short of genius. Each moment authentic and every character real, love is shown to defy all barriers.
There’s such richness to the campaign with casting including a young Islamic speed skater and an African American alpine skier. Not to mention, the remarkable performances and costumes. Alma is a visionary, and with the exciting, emotive collaboration with artist MILCK performing ‘Ooh Child’, her vision is complete.
It takes a very special team to create a short piece this striking. As MILCK said ‘a team of passionate and beautiful souls. It takes a village to create something so powerful.’ Congratulations to the legendary crew, including DOP Matthias Koenigswieser and costume designer Courtney Hoffman, producers Epoch, Mindy Goldberg and Chris Leggett, and of course agency Wieden & Kennedy - it’s extra-ordinary.
🙌 unconditional mother’s love & the wonder that is Alma Har’el.
(P.S Love you mum!)