Goodby Silverstein, Director Emma Westenberg Introduce "Madam President" For HP


Robert Goldrich
Monday, Nov. 9, 2020


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Created by Goodby Silverstein & Partners for client HP, this film titled “Madam President” features Gen Z contributors Jacqueline Azah, Fionn Ferreira, Tiana Day and Kavya Kopparapu. Azah is an activist and the cofounder of J&H New Beginnings, an organization geared toward enacting positive change within local communities. Ferreira is an inventor and conservationist whose tool has helped remove microplastics from the ocean. Day is an activist and organizer who led the Black Lives Matter march across the Golden Gate Bridge. Kopparapu is a computer scientist and the founder of Girls Computing League, an organization that helps bring more females into the male-dominated field of computer science. Each of them not only starred in the film but also helped craft everything from the story to the set design.  

“Our new holiday campaign connects with the Gen Z audience, showing how our brand values connect with their beliefs and support their world views, be it addressing climate change or social justice or education access,” said Cristina Bondolowski, Global head of marketing, Personal Systems, HP Inc. “We are showing a vision of our technology as the enabler to make their dreams come true, building an emotional connection through hope. It’s meant to inspire our audience for an open, optimistic and more sustainable future.”

Viewers won’t recognize the stars of the film, and that’s exactly the point. Instead of casting well-known influencers with thousands of social media followers, HP decided to feature real young people who are effecting real change in the world, essentially making the case that contributors, not influencers, are the people whom we should know and follow.  

“We love the idea of shifting from influencers to contributors, using this opportunity to shine a light on protagonists who are actually making a difference,” said Matt Edwards, creative director, Goodby Silverstein & Partners. “A highlight of this project was inviting these inspiring individuals to a conversation and just listening to their stories and hopes for the future.”

Directed by Emma Westenberg of Epoch Films, the film begins in a documentary style as the four contributors talk openly about how they see the future. From there a remake of the popular song “You Get What you Give” plays as the audience follows each contributor through a futuristic time where they turn their dreams into reality. We see each of these young people in positions of power as they reform education, remove microplastics from the ocean, reverse climate change and even become the President of the United States.  

"Madam President" isn’t just about the potential for the future; it’s about the potential of the people who will take us there. 

The products featured in the film include HP Spectre x360 14 and HP ENVY 15. 


Client HP Agency Goodby Silverstein & Partners Rich Silverstein, co-chairman & co-founder; Matt Edwards, Wes Phelan, creative directors; Kate Cullen, copywriter; Malike Reid, art director; Leila Gage, director of broadcast production; Stephanie DeNatale, executive producer; Rachel Saxon, broadcast producer; Bonnie Wan, head of brand strategy; Kelly Evans-Pfeifer, group brand strategy director; Kevin DeStefan, brand strategy director. Production Epoch Films Emma Westenberg, director; Melissa Culligan, executive managing producer; Megan Murphree, exec producer/head of production; Francesca Lentini, producer; Douwe Hennink, DP; Ntombi Moyo, stylist. Production Services Company Unit+Fofa Martin Sobotka, Fady Salameh, exec producers; Jan Hlavsa, producer. Editorial Cabin Emma Backman, editor; Edward Khoma, assistant editor; Carr Schilling, managing partner; Adam Becht, exec producer; Liz Lydecker, Patrick Lewis, producers. Telecine Company 3 Tom Poole, colorist; Alexandra Lubrano, color producer. VFX KEVIN Tim Davies, executive creative director/partner; Sue Troyan, sr. exec producer/partner; Mike Dalzell, head of CG; Jami Schakel, sr. VFX producer; Andrew Cowderoy, VFX producer; Steve Gibbons, 2D lead; Robert Murdock, Rob Winfield, Susanne Scharping, Chris Payne, Tim Bird, 2D; Carl Harders, Matt Longwell, Kerry Graham, Ryan Taylor, Greg Gutkin, CG; Miguel Delcan, design. Music Supervision Songs for Film & T.V. David Fisher, chief creative director. Music, Sound Design & Mix Squeak E. Clean Studios Justin Hori, Rob Barbato, creative directors; Drew Fischer, sound design & final mix; Squeak E. Clean Studios, score; Elliot Glasser, Katarina Gleicher, composers; Amanda Patterson, exec producer; May Taylor, sr. producer.

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