Non-profit organization I AM THAT GIRL joins forces with 20-year old EP Entertainment/Def Jam Recordings global sensation Alessia Cara to create the “I AM YOU” empowerment campaign. The powerful message of Alessia’s new single “Scars To Your Beautiful” is the lynchpin behind her alliance with I AM THAT GIRL, the national movement that has been inspiring girls for the past six years to love, express, and be who they are through a global peer-to-peer community committed to creating a new norm for girl culture by raising the standard of how girls treat themselves.
“I AM YOU” launches with a short video directed by Kim Jacobs, which delivers the meaningful message of empowerment, strength and inclusivity using a striking visual. The piece, which is narrated by Alessia and features a musical soundbed from her powerful self-anthem, reinforces the message that while we have our own unique stories, we are all connected by the universal truths that make us human.
“Scars To Your Beautiful” was not only used for the film, but also inspired IATG and Alessia to create an action-focused curriculum for young women everywhere, to shift girl culture and help them transform self-doubt to self-love. The conversation kit, which is downloadable at iamthatgirl.com/alessia, centers around five primary interactive meeting topics, each cued by a lyric from “Scars.”
In the film, a rapid montage of girls of varied ages, sizes, and races flashes by, seamlessly composited together as if they are all speaking as one person, creating an extraordinary focal point for the singular voice that connects them all.
“In any given second there are multiple faces cut to appear to be one person. I thought this would be a really strong and beautiful way to communicate the core ethos of I AM THAT GIRL,” says Kim Jacobs, who co-wrote the script with IATG Co-founder Emily Greener.
Jacobs shot around 50 young women over the course of one day, including a series of stills set to the playback track of the scripted voiceover. Most of the talent already were members of IATG chapters or volunteers, along with others who ended up taking the IATG pledge after wrapping the shoot.
“The stills were transcoded to feel like motion. Then the process of cutting between the faces required sensitivity, precision and a crazy amount of patience,” explains Jacobs. “Matching three girls blinking their eyes within a second of film is work for only warriors. We worked with the team at EXILE to fine-tune the edit until we finally struck the perfect balance of technique and humanity.”
“It takes so many people to make something, especially in film, and all the people involved in every single part of the process were essential to the outcome. The I AM YOU film was generated from pure love.”
Raconteur was honored to play a part in amplifying the message behind the “I AM YOU” campaign, crafting a multi-market PR strategy and securing profile pieces across the scope of relevant media outlets, from Teen Vogue to Huffington Post.